Iconix Brand Group, Inc. unveiled its spring 2010 marketing campaign for its junior brand, Candie’s, which is exclusively available at Kohl’s Department Stores and Kohls.com. The campaign entitled, “Britney Spears Through The Lens,” showcases international superstar Britney Spears as seen through the lens of three famed photographers: Annie Leibovitz, Mark Seliger and Terry Richardson. Each iconic photographer shot Spears at Paramount Studios in Hollywood late last year.
Britney Spears commented, “Annie, Mark and Terry are three of the biggest photographers in the world, I am honored to be working with them for my Candie’s Only at Kohl’s ads. It was an amazing shoot and I know my fans are going to love the cool images.”
The campaign, a series of photographs of Spears as seen through the lens of each master photographer will debut with a four-page insert in the April issue of Seventeen Magazine as well as online at candies.com and Kohls.com. Each photographer has their own unique and trademark style. Annie Leibovitz’s photograph features Spears against an industrial backdrop, Terry Richardson photographed Spears on a plain white set with colorful props, while Mark Seliger created elaborate sets. Seliger’s first set was a French burlesque inspired pink dressing room and the second was a custom designed pink Harley-Davidson motorcycle against a perfect blue sky and green grass background.
“This is the most exciting shoot we have ever produced for Candie’s. We have three master photographers: Annie Leibovitz, Mark Seliger and Terry Richardson shooting 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, authentic and provides a unique brand expression in the marketplace. We are confident this will resonate with our junior shoppers who trust Candie’s to provide style and value.”
The “Britney Spears Through The Lens” campaign will be seen in fashion magazines, outdoor billboards, in-store, circulars, online and direct mail.
The Candie’s Only at Kohl’s marketing campaign was created by the Iconix in-house marketing team in partnership with Annie Leibovitz who is famous for her celebrity portraits, Mark Seliger who is recognized for infusing music and fashion in his photography and Terry Richardson who is known for his ability to capture the true essence of his subjects.