Supima’s new ad campaign offers a tight focus on the high-grade cotton through still-life images with four brands — Everlane, 3×1, Stance and Casper.
The print campaign, which bows in this Sunday’s issue of the New York Times’ T Women’s Fashion Magazine, will appear three more times in T issues through April.
Buxton Midyette, vice president of marketing and promotion at Supima, which represents U.S. growers of pima cotton, said the brands selected for the campaign “reinvent and elevate everyday product.”
“These are brands that have been quickly embraced by a new generation of consumers because they value authenticity in origin, transparency in production and attention to detail,” Midyette said. “Most have used Supima since their inception and make it a core part of their value offering.”
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The theme for the campaign is “Everyday Reimagined” and was shot by fine arts photographers Scheltens & Abbenes under the direction of New York-based creative agency Graj + Gustavsen.
This campaign is the second that G+G has produced for Supima and is a follow-up to the successful “Chosen By” campaign that featured longtime brands partners.
“We really wanted to focus on product in this campaign,” Midyette said. “We didn’t want to be distracted by models. They created images that convey the product in a way it hadn’t been. This is a special campaign for us, with a focus on quality and seeing the product.”
He said the brands, while in different markets have several things in common — they represent quality, durability, attention to detail, transparency and high standards of design, Midyette noted. In addition, all the brands are e-commerce based.
“They all have a lot of appeal to the Millennial generation,” Midyette said. “They tell their story on their web sites and Supima is part of it.”
Everlane is the first brand from the campaign to be featured.
“Everlane’s simple, clean design aesthetic, longtime use of Supima and focus on ‘radical transparency’ of their supply chain make the brand a natural for kicking off Supima’s ad campaign,” Midyette said. “Everlane brings the highest level of passion and innovation to their products, materials and design.”
He noted that Stance has “reimagined socks” in a variety of designs, 3×1 has taken an innovative approach to puting the supply chain on full display, and Casper has taken a fresh approach to marketing and its mattresses and sheets.