AG and Alexa Chung Reunite for Fall Ad Campaign – WWD
March 16, 2016 - fall Denim
Move over, Daria — Alexa is back.
Having proven her recognition with AG’s business final year when she launched a two-season pattern collaboration with a reward denim code and seemed in selling campaigns to foster it, Alexa Chung is replacing indication Daria Werbowy in AG’s ads this fall.
The South Gate, Calif.-based code has sealed a long-lived “It” lady for a one-year agreement to cover dual seasons, finale Werbowy’s four-season power as a face of AG. With prior knowledge versus ads for labels such as Isabel Marant, Diane von Furstenberg and Salvatore Ferragamo, Werbowy helped propel AG into a large leagues of conform marketing. Founded in 2000, AG has cumulative a clever position in a denim attention though is still perplexing to make a symbol in a contemporary conform marketplace with a sportswear designs.
Werbowy also helped AG widen a artistic parameters. Tapping into a fluidity between genders in conform in an epoch of unisex dressing, Werbowy sported men’s wardrobe for ads that ran in GQ and Esquire this spring.
“Part of [Werbowy’s] code is that while she can demeanour pleasing and be glammed adult in a DVF campaign, she can grasp androgyny with a cold look,” pronounced Johnathan Crocker, AG’s executive of tellurian communications, who oversees marketing, advertising, branded partnerships and collaborations.
Still, he acknowledged, “Working with a likes of a Daria comes with good expense. We suspicion of other possibilities.”
Chung valid her interest when she collaborated with AG to pattern and foster an array of overalls, denim dresses, silk blouses and festooned suede coats inspired by a Sixties and Seventies. AG and Chung assured another “It” girl, Gia Coppola, to make a brief film of Chung singing while wearing a dim sapphire minidress from her collection. Mytheresa.com sole out of a delegate on a Web site in 16 minutes.
“There is something about Alexa where women wish to be her,” Crocker said. “She walks this line of being really aspirational and really accessible. That is what we ride toward.”
Crocker didn’t exhibit a artistic prophesy for Chung’s ads. He explained that AG typically photographs a tumble campaigns in late April. The images will mangle in a Aug issues of imitation magazines. He also declined to exhibit a budget, nonetheless he concurred that AG has consistently increasing a spending on promotion each year over a past half decade.
AG has sealed Chung into an disdainful for all denim campaigns and selling projects in that denim would be a categorical offering. For a past dual years, a 32-year-old Brit has seemed in jetsetter-themed ads for French accessories association Longchamp.
For her part, Chung pronounced in her common offbeat manner, “I theory they missed me as most as we missed them.”