Candie’s released today a first-look at its fall marketing campaign starring Modern Family actress and newly-crowned Candie’s Creative Director, Sarah Hyland. The campaign, which is inspired by Hyland’s role with the brand, highlights an elevated and fashion-forward lifestyle collection that showcases the brand’s evolution to a more sophisticated aesthetic that is inclusive of an expanded range of Candie’s fans and consumers, particularly the ultimate young career woman from the boardroom to brunch.
Commenting on the campaign, Hyland said, “As the new Creative Director, I am excited to show the Candie’s girl, and the professional, working woman, how she can go into that more sophisticated phase in her life, while still keeping her style girly, fresh and fun—she’s a Candie’s girl after all!”
The dynamic campaign shows Hyland in action styling the fall Candie’s collection, reviewing inspiration boards and having fun in the showroom curating outfits full of her favorite pieces. Hyland is photographed tipped in her office chair, laughing in a laser cut skirt and plum top, and making her dog Barkley, who join her on set, equally pretty in pink in his own Candie’s cardigan.
The imagery drives home the brand’s essence of being serious about looking good, without taking oneself too seriously.
“Candie’s has been a staple in girls’ closets since 1981 as we continue to bring the consumer marketing that she can connect with, and remain focused on growing up with her by providing elevated yet fun pieces to carry the Candie’s girl through college and into the working world,” said Carolyn D’Angelo, Iconix EVP Brand Management and Marketing Services. “We’re excited to have Sarah Hyland onboard as creative director as she authentically represents the brand’s evolution in the campaign and in real life.”
For the fall season, the brand’s signature hot pink is being modernized to blush pink with rose gold foil accents. Spotted on racks, boards and Hyland herself, are Candie’s fall trends that include iconic chevron printed tops, embellished army jackets, outfit completer pieces like a lace bomber, and a new denim collection featuring embellished details and specialty fabrications like a floral jacquard for the Candie’s touch.
The campaign was shot by acclaimed celebrity photographer, Yu Tsai, in Los Angeles and will be pushed out through primarily digital and social initiatives, in tandem with August and September issues of fashion and lifestyle magazines.
The Candie’s collection includes junior apparel, footwear, handbags, eyewear and accessories. Candie’s is available exclusively at Kohl’s stores nationwide as well as online at Kohls.com.
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