Candie’s Press Release
CANDIE’S GOES “INSTA-FASHION” THIS FALL WITH #CANDOSTYLE
New York, New York—July 10, 2018— Candie’s, the iconic junior’s brand known for its fun, confident approach to fashion, heads into fall with an “Insta-Fashion” campaign that focuses on the instantaneous and always-on social sharing in today’s culture, and features young, contemporary women who can do it all, including Sailor Brinkley Cook, the student, philanthropist and daughter of supermodel Christie Brinkley, as she and the cast take on life in the big city in a way that reflects the fearless millennial woman’s lifestyle.
Candie’s, part of Iconix Brand Group, Inc. (NASDAQ: ICON), has traditionally attached a strong celebrity face to its campaigns, but is shifting in a new direction this season to engage with modern, young women through targeted, relevant content that they can identify with and feel is authentic to their values and peer groups. Millennial females are increasingly consuming their media and shopping in a new way, and this step marks the brand’s dedication to meeting the Candie’s girl where she is on social and digital media with relatable representations of her real lifestyle.
“We know we can reach the millennial consumer by focusing our marketing efforts on meaningful social and digital content that speaks to and engages our Candie’s fans in a personal, modern way,” says Jamie Cygielman, Chief Marketing Officer and Executive Vice President, Iconix Brand Group. “We are committed to continuing to build the Candie’s community by connecting with relatable women and sharing content that highlights who the Candie’s girl is today, while always staying true to the heart of the brand that values confidence, adventure and the can-do spirit.”
The Candie’s cast serves as a connection point for the consumer with a “can-do spirit” to like-minded, driven and females who take the brand’s followers behind-the-scenes on Instagram with unique content about what it means to be a #CandiesGirl, “Candie’s Cam” takeovers and how they incorporate the brand into their lifestyle.
Shot by Carin Backoff, a fashion photographer known for her vibrant, bold and lively shots, and styled by Laura Ferrara, the “Insta-Fashion” campaign plays on emphasis on social sharing with a Candie’s twist. Sailor is seen laughing on top of a hijacked copy machine at the office surrounded by piles of instant printable photos after work and also snapping selfies on her smartphone in a taxi. The girls take on the streets of New York together and show that there is never a moment’s rest from sharing and posting with a quick dip into a sidewalk photo booth on a city street.
Candie’s multi-faceted marketing platform will host multiple social and digital content series across Instagram, YouTube, Facebook, Twitter and Pinterest that encourages a community dialogue about style, opinions, passions and ideas, complete with Instagram fashion polling with looks from the fall campaign, “How to Wear It” #CanDoStyle guides for the activity-heavy millennial of today, and a call for fans to share with the brand what makes them the ultimate #CandiesGirl.
The Candie’s fall campaign showcases the newly launched Candie’s “Sculpt” denim line, with sculpting and lifting technology that has LycraÒ stretch for great recovery that eliminates bagginess. Candie’s “Sculpt” denim comes in a skinny cut with three washes, making it the perfect wardrobe essential for dayto-night. Other key pieces include printed maxi rompers, classic workwear like the iconic Audrey pant and versatile blazers.
The Candie’s collection includes junior apparel, accessories and eyewear. Candie’s is available at Kohl’s stores nationwide as well as online at Kohls.com. For exclusive behind-the-scenes photos and video please visit www.candies.com. To stay up to date with the latest news from Candie’s follow us at @CandiesBrand and become a fan of Candie’s on Facebook at www.facebook.com/Candies
Iconix Media Contact:
Caroline Hawkins, Director of Public Relations