New York–Featuring the tagline “Wear Your Voice,” the Kenneth Cole Fall/Winter 2012 ad campaign focuses on the idea that fashion is a powerful communication vehicle, and that clothing choices say a lot about you as an individual, so control the message you send, tell the world who you are…Wear Your Voice.
The campaign was shot in New York City by fashion photographer and filmmaker Sharif Hamza (whose previous work has appeared in the pages of Vogue Paris, Vogue Russia, LOVE, Dazed & Confused, and Interview). Featuring supermodel Julia Stegner and Jon Kortajarena, the imagery depicts the brand’s juxtaposing elements. Its downtown style is articulated through the use of industrial materials and contrasting shapes–a combination of modern utilitarian styling mixed with subtle touches of sophistication infuse the campaign with an air of power, sexuality, and strength.
Breaking in the September issue of national magazines including Vogue, Elle, InStyle, and Details, as well as on kennethcole.com, the campaign will feature key pieces from both the Kenneth Cole New York, and the newly launched Kenneth Cole Collection lines.
“What Might Have Been…”
Another extension of the campaign includes a provocative short film shot by Sharif featuring Julia and Jon that centers on the idea of instant attraction. The film captures their “what might have been” fantasy of a brief sexual encounter between them. The film will live on kennethcole.com and in-store, as well as various other digital and social channels including Facebook and YouTube.
Cole, chairman and chief creative officer, said, “When we created this campaign we were intrigued by the idea that in every given day most people you encounter don’t get to know any more about you than how you choose to present yourself. And that each time you get dressed you have a very powerful opportunity to define yourself on your terms, and in many ways you can be the person you want to be, or aspire to be, based on these clothing choices.”
In addition to the Fall/Winter 2012 campaign, the company will celebrate the introduction of Kenneth Cole Collection with the August launch of an innovative, interactive microsite designed to immerse the customer in a digital experience that reflects the sophisticated, elevated tone of the new Collection.
Through editorially-stylized photography, users will be invited to embark on a self-guided journey of discovery as they explore the rich details of Kenneth Cole Collection. The site will include: a dynamic shop-able look book where visitors can browse by outfit; behind-the-scenes video content; and, an 8-week celebrity-curated Instagram campaign where visitors can add their “voice” to the site by submitting imagery inspired by weekly themes using #KCCVoices.
The campaign will launch with Hunger Games actress Leven Rambin who is curating the theme “Provocative” and will followed by visionaries in the realm or art, music, and technology such as artist Curtis Kulig, DJ Mia Moretti, and Mashable Editor Lauren Indvik. In order to find out which curators will be next make sure and follow Kenneth Cole on Instagram (Kennethcoleprd), Facebook (Kenneth Cole), and Twitter (@Kennethcoleprd).
About Kenneth Cole Productions, Inc.
Kenneth Cole Productions, Inc. designs, sources and markets a broad range of footwear, handbags, apparel and accessories under the brand names Kenneth Cole New York, Kenneth Cole Reaction, Unlisted and Le Tigre , as well as footwear under the proprietary trademark Gentle Souls. The Company has also granted a wide variety of third party licenses for the production of men’s, women’s and children’s apparel as well as fragrances, watches, jewelry, eyewear and several other accessory categories. The Company’s products are distributed through department stores, better specialty stores, company-owned retail stores and its e-commerce website. Further information can be found at http://www.kennethcole.com.