A visual from the Louis Vuitton Campaign
J.C. Penney Unveils Evan-Picone Line
J.C. Penney is launching Black Label by Evan-Picone in another effort to woo back customers abandoned two years ago and plug a merchandise hole. Black Label by Evan-Picone will be exclusive to Penney’s through a licensing agreement with the Jones Apparel Group. The collection, including dresses and related separates more than 100 styles officially launches March 7, though some styles have begun trickling into stores. Prices range from $35 for a blouse to $120 for a jacket, and the line will be frequently promoted at 25 percent off. “We really felt there was a big void in our assortment for a sophisticated, true career brand,” said Siiri Dougherty, senior vice president, general merchandise manager, women’s apparel at J.C. Penney Co. Inc.
Elie Saab Launching Digital Magazine
Elie Saab is the latest fashion house to launch an online magazine. Called The Light of Now, it is set to go live during Paris Fashion Week on Monday to coincide with the designer’s fall show, which will be live-streamed onto the magazine’s homepage. The company said the aim was to give more in-depth content online, in the broader context of its digital strategy, which already includes social networks it has more than 1.1 million Facebook fans and is present on other networks including Instagram, Twitter and YouTube. Elie Saab does not have an e-commerce platform yet, nor does it currently advertise online.
Louis Vuitton Treks to South Africa for Campaign
Wild animals are curious about fashion, too. Interested parties during Louis Vuitton’s latest advertising shoot included giraffes and lion cubs, who trailed models Karen Elson and Edie Campbell as they explored the arid landscapes of South Africa for photographer Peter Lindbergh. The new “Spirit of Travel” spots, slated to break in an array of April magazines starting with Vanity Fair in the U.S., exalt the French brand’s travel heritage and reprise a tag line from historic Vuitton campaigns by Jean Larivière, who depicted products against landscapes steeped in serenity. “It’s a mix of travel and the fashion world,” said Frédéric Winckler, Vuitton’s communications and events director, noting that Elson and Campbell donned looks from Vuitton’s resort and spring runway collections.
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