IconixBrand Group, Inc. unveiled its spring 2010 marketing campaign for its juniorbrand, Candie's, which is exclusively available at Kohl's Department Storesand Kohls.com. The campaign entitled, "Britney Spears Through The Lens,"showcases international superstar Britney Spears as seen through the lens ofthree famed photographers: Annie Leibovitz, Mark Seliger and Terry Richardson.Each iconic photographer shot Spears at Paramount Studios in Hollywood latelast year.
Britney Spears commented, "Annie, Mark and Terry are three of the biggestphotographers in the world, I am honored to be working with them for myCandie's Only at Kohl's ads. It was an amazing shoot and I know my fans aregoing to love the cool images."
The campaign, a series of photographs of Spears as seen through the lens ofeach master photographer will debut with a four-page insert in the April issueof Seventeen Magazine as well as online at candies.com and Kohls.com. Eachphotographer has their own unique and trademark style. Annie Leibovitz'sphotograph features Spears against an industrial backdrop, Terry Richardsonphotographed Spears on a plain white set with colorful props, while MarkSeliger created elaborate sets. Seliger's first set was a French burlesqueinspired pink dressing room and the second was a custom designed pinkHarley-Davidson motorcycle against a perfect blue sky and green grassbackground.
"This is the most exciting shoot we have ever produced for Candie's. We havethree master photographers: Annie Leibovitz, Mark Seliger and Terry Richardsonshooting the biggest pop star in the world, each in their own iconic style,"stated Dari Marder, chief marketing officer, Iconix Brand Group.
Julie Gardner, Kohl's executive vice president and chief marketing officer,stated, "The new Candie's spring advertising campaign is innovative, authenticand provides a unique brand expression in the marketplace. We are confidentthis will resonate with our junior shoppers who trust Candie's to providestyle and value."
The "Britney Spears Through The Lens" campaign will be seen in fashionmagazines, outdoor billboards, in-store, circulars, online and direct mail.
The Candie's Only at Kohl's marketing campaign was created by the Iconixin-house marketing team in partnership with Annie Leibovitz who is famous forher celebrity portraits, Mark Seliger who is recognized for infusing music andfashion in his photography and Terry Richardson who is known for his abilityto capture the true essence of his subjects.
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