Home / Knowledge / News / Fashion / 'Wake Up Call' for Back to School season
'Wake Up Call' for Back to School season
17
Jul '08
Iconix Brand Group Inc announced that Hayden Panettiere will star in the Company's junior brand, Candie's(R), back to school 2008 television, print and online advertising campaign.

Hayden, who is known as an award-winning actress, activist and star of NBC's hit television series, "Heroes" can now add recording artist to her resume. Following last year's hugely successful integrated marketing campaign with Grammy-award winning artist Fergie, the new fall Candie's television commercial will be a direct lift from Panettiere's first ever music video "Wake Up Call." This is Panettiere's second season with the brand.

Panettiere's music video "Wake Up Call" was styled exclusively by Candie's apparel, footwear and accessories, available only at Kohl's Department Stores and Kohls.com.

Hayden Panettiere stated, "The concept of my video is to give a guy who doesn't treat his girlfriend well a wake up call and show him all the different aspects of a woman's personality. Candie's is the perfect fit because their styles are diverse and benefit the video as they show off all of the different sides of my character in the video."

To coincide with the television, a print campaign will feature Panettiere in a variety of sexy and sweet vignettes as she playfully poses with a piano, behind a beaded curtain and in a club-like setting among others. The "Wake Up Call" video and the Candie's commercial were shot in Los Angeles by famed music video director Chris Applebaum and the print campaign was shot by fashion photographer Giuliano Bekor and created by the Iconix in-house marketing team.

Dari Marder, Chief Marketing Officer, Candie's, commented, "We are thrilled to continue our partnership with Hayden and collaborate with her during this exciting time in her career as she debuts "Wake Up Call". Hayden is the ideal Candie's girl, she is what Hollywood calls a triple threat as she currently has a successful television and film career and is now poised to become a powerful recording artist. Once again, we are able to partner our Candie's brand with pop culture to connect to our consumer."

Julie Gardner, executive vice president and chief marketing officer, Kohl's Department Stores said, "We are excited about Hayden's role in the upcoming 2008 Kohl's back to school multimedia campaign which focuses on the dynamic convergence between fashion, music and pop culture. She truly embodies the Candie's brand, available only at Kohl's, and we are confident that she will resonate with our shoppers."

The campaign will be unveiled in September issues of fashion, entertainment and lifestyle magazines and the commercial will debut on MTV later this summer. Kohl's also will incorporate the Candie's campaign into their back to school creative.

Hayden Panettiere will be continuing her role as the spokesperson for the popular junior brand through the holiday season.

Iconix Brand Group Inc


Must ReadView All

Uzbekistan wants joint ventures with Hungarian textile firms

Textiles | On 20th Feb 2018

Uzbekistan wants joint ventures with Hungarian textile firms

Uzbekistan has offered Hungary to create joint ventures in the two...

Vietnam’s textile & garment exports up 10.68% in 2017

Textiles | On 20th Feb 2018

Vietnam’s textile & garment exports up 10.68% in 2017

Vietnam came very close to achieving its 2017 textile and garment...

From left: Tania Polonnowita Wettimuny, MD, Hellmann Sri Lanka; Bart de Vries, Global COO Air & Sea Hellmann; Deshamanya Mahesh Amalean, Chairman, MAS Holdings; & Shirendra Lawrence, COO, MAS Holdings

Textiles | On 20th Feb 2018

Hellmann and MAS form joint venture HMSC

Hellmann Worldwide Logistics and MAS Holdings have formed Hellmann...

Interviews View All

Kaizad Hansotia
GetNatty

Competition is the best thing that can happen to a startup

Smith Vaghasia
Sanado India

Online remains the best destination for shopping

Md Hanifur Rahman
Aman Group

The level of understanding the job role and organisational requirements...

Vikas Banduke

Softech Controls Private Limited (SCPL) is a part of the Cotmac Group, an...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

Harsh Shah

Established in 1956 with a small beginning, Embee today manufactures a...

Paolo Ocleppo
Sandvik Hyperion

Paolo Ocleppo, Rotary Cutting Segment manager, Sandvik Hyperion discusses...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Marten Alkhagen
Swerea IVF AB

Marten Alkhagen, Senior Scientist - Nonwoven and Technical Textiles of...

Robert Brunner
Devereux

Golfwear and menswear brand Devereux is set for greener pastures. Robert...

Tony Ward
Tony Ward

"You have to truly understand what your client wants, know her needs, what ...

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

February 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.6%
No
12.7%
Skip
16.7%

Total Votes: 102

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.7%
No
29.4%
Skip
6.9%

Total Votes: 102

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.2%
No
8.8%
Skip
2.9%

Total Votes: 102

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.3%
No
7.8%
Skip
8.8%

Total Votes: 102


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search