The campaign was shot in New York City by fashion photographer and filmmaker Sharif Hamza (whose previous work has appeared in the pages of Vogue Paris, Vogue Russia, LOVE, Dazed & Confused, and Interview). Featuring supermodel Julia Stegner and Jon Kortajarena, the imagery depicts the brand's juxtaposing elements.
Its downtown style is articulated through the use of industrial materials and contrasting shapes – a combination of modern utilitarian styling mixed with subtle touches of sophistication infuse the campaign with an air of power, sexuality, and strength.
Breaking in the September issue of national magazines including Vogue, Elle, InStyle, and Details, as well as on kennethcole.com, the campaign will feature key pieces from both the Kenneth Cole New York, and the newly launched Kenneth Cole Collection lines.
Another extension of the campaign includes a provocative short film shot by Sharif featuring Julia and Jon that centers on the idea of instant attraction. The film captures their "what might have been" fantasy of a brief sexual encounter between them. The film will live on kennethcole.com and in-store, as well as various other digital and social channels including Facebook and YouTube.
Mr. Cole, Chairman and Chief Creative Officer said, "When we created this campaign we were intrigued by the idea that in every given day most people you encounter don't get to know any more about you than how you choose to present yourself.
“And that each time you get dressed you have a very powerful opportunity to define yourself on your terms, and in many ways you can be the person you want to be, or aspire to be, based on these (clothing) choices."
In addition to the F-W 2012 campaign, the company will celebrate the introduction of Kenneth Cole Collection with the August launch of an innovative, interactive microsite designed to immerse the customer in a digital experience that reflects the sophisticated, elevated tone of the new Collection.
Through editorially-stylized photography, users will be invited to embark on a self-guided journey of discovery as they explore the rich details of Kenneth Cole Collection.
“The site will include: a dynamic shop-able look book where visitors can browse by outfit; behind-the-scenes video content; and, an 8-week celebrity-curated Instagram campaign where visitors can add their "voice" to the site by submitting imagery inspired by weekly themes using #KCCVoices.
The campaign will launch with Hunger Games actress Leven Rambin who is curating the theme "Provocative" and will followed by visionaries in the realm or art, music, and technology such as artist Curtis Kulig, DJ Mia Moretti, and Mashable Editor Lauren Indvik.
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