Karlie Kloss i Jourdan Dunn

Prywatnie przyjaciółki, na co dzień jedne z najpopularniejszych modelek na świecie – Karlie i Jourdan promują kolekcję Liu Jo / Wiosna – Lato 2016. Kampania o przekornej nazwie #Viceversa to synergia dwóch pozornie różnych stylów. Autorem kampanii jest Chris Colls. Karlie reprezentuje styl bardziej sportowy, Jourdan z kolei prezentuje się w bardziej wytwornych kreacjach. Dyrektor marketingu marki, Christian Sturniolo, uważa, że najnowsza kampania jak najbardziej wpisuje się w wartości marki. Kampania stawia na różnorodność wizji w sposobie definiowania mody.

preview_preview_LiuJo_1 preview_preview_LiuJo_2 preview_preview_LiuJo_3fot. Informacja prasowa.

Liu Jo to włoska marka założona w 1995 przez braci Marchi. Obecnie w samych Włoszech posiada ponad 130 butików.

Karlie-Kloss-und-Jourdan-Dunn-for-Liu-Jo-SpringSummer-2016

Karlie-Kloss-und-Jourdan-Dunn-for-Liu-Jo

Informacja prasowa:

Liu Jo na sezon SS16 wprowadza #ViceVersa: kampanię wizerunkową, która stanowi rozwinięcie komunikacji brandu. #ViceVersa to nie tylko nazwa konceptu na nowy sezon, to także szyte na miarę piękne dopasowane stroje i przede wszystkim, wyróżniająca się kobiecość Liu Jo. To historia, której bohaterką może być każda kobieta, jej styl dopasowany do każdej okazji i w najlepszym możliwym wydaniu.
Prawdziwa, kobieca przyjaźni jak ta pomiędzy Karlie Kloss i Jourdan Dunn oraz widoczne podczas sesji emocje pokazały, że nie ma dwóch tych samych sposobów doświadczania jednej sukienki i dwóch tych samych uczuć. Chwila jest jedna, ale jej doznanie jest indywidualne i niepowtarzalne. #ViceVersa to także przesłanie, które pozostaje w zgodzie z duchem marki: Liu Jo daje każdej kobiecie możliwość poczucia się wyjątkowo i czarująco. Kolekcje Liu Jo są uniwersalne, dostosowane do kobiecych potrzeb i zaprojektowane tak, aby każda kobieta czuła się piękna, pewna siebie i seksowna, pozostając sobą.
Aby podkreślić przesłanie kampanii, stworzonej przez australijskiego fotografa Chrisa Colls’a, Liu Jo wybrało dwie całkiem różne, piękne i czarujące gwiazdy. Karlie Kloss i Jourdan Dunn to ikony stylu, które są również jednymi z najbardziej znanych modelek na świecie.
Kampania #ViceVersa jest bezpośrednia i czytelna. Największy nacisk został położony na kolekcje i wyrazistą siłę obu modelek. Zdjęcia uzupełniając się wzajemnie – łącząc i mieszając pozy, produkty, kolory i monochromatyzm – tworzą harmonijną całość.
Kampanie wizerunkowe kolekcji Liu Jo Jeans i Denim wpisują się naturalnie w koncept #ViceVersa jako wariacje na jego temat i prezentują bardziej casualowy charakter marki. Minimalistyczne, czarno-białe zdjęcia z udziałem Karlie w pełni oddają charakter linii Denim, z kolei Jourdan stanowi inspirację czarującej linii Liu Jo Jeans.
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