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Home / Knowledge / News / Apparel/Garments / Taylor Swift to be face of 'This is L.e.i. Country' Campaign

Taylor Swift to be face of 'This is L.e.i. Country' Campaign

14
May '08

Jones Apparel Group Inc announced an exclusive partnership agreement with triple-platinum country music sensation Taylor Swift. The 18-year-old singer-songwriter will be the face of the L.e.i. Back-to-School 2008 print, mobile and online advertising campaign, to be called "This is L.e.i. Country." The campaign will feature Ms. Swift surrounded by an assortment of L.e.i. denim jeans and tops.

L.e.i. (life. energy. intelligence.), the brand for juniors, junior plus and girls, will be available exclusively at Wal-Mart stores nationwide beginning in July 2008 for Back-to-School, and in Canada in the fourth quarter of 2008.

"Taylor Swift perfectly exemplifies the spirit of L.e.i. - she has the authenticity, spirit, intelligence and wit of the modern American girl and she is a role model for today's youth," said Jack Gross, Group Chief Executive Officer, Jeanswear Division for Jones Apparel Group. "This collaboration marks another exciting step towards strengthening our strong merchandising relationship with Wal-Mart and bringing the L.e.i. lifestyle brand to a broader audience of juniors and girls consumers. We are proud to collaborate with Taylor and believe that this partnership is ideal for L.e.i., Wal-Mart and Taylor herself, as we bring junior consumers' favorite jeans to their favorite store."

Stacy Lastrina, Jones Apparel Group, Executive Vice President Marketing, said, "The ad campaign's creative direction takes inspiration from Taylor as one of America's youngest and fastest rising country music superstars. The innovative marketing support will be launched through an integrated, multi- media format including a print, online and mobile marketing campaign, and will include prominent point of sale visual support within Wal-Mart stores."

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