LONDON (Brand Republic) - US women’s fashion brand Ellen Tracy has signed up supermodel Cindy Crawford to front an advertising campaign in a bid to appeal to a younger market.
The former Revlon model will appear in a series of print ads with a reputed budget of $10m (£6.9m). The campaign has been created by long-time Ellen Tracy agency Ziccardi & Partners, New York, and carry the strapline of “Be everyone you are”. The ads feature Crawford in a variety of poses from city high-flyer to vixen.
The ads will run on consecutive pages of magazines including Elle, Glamour, Harper’s Bazaar, In Style, Marie Claire, New York, Talk, Travel & Leisure and Vogue along with bus posters, direct mailings and the Ellen Tracy website.
Linda Allard, design director for Ellen Tracy in New York, said the ads were a departure for the clothing company and designed to appeal to younger women while not alienating its “extremely loyal base” of women aged 40-50.
This is Crawford’s first signing since the loss of her high-profile endorsement deal with cosmetic company Revlon.
The message of the campaign is “a little bit of a departure for us”, Ms. Allard acknowledged. “Some of the imagery is a little sexier, a little more emotional, to appeal to a wider range of customers.”