Taylor Swift to be face of 'This is L.e.i. Country' Campaign
May 14, 2008 - United States Of America
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."
Taylor Swift, said, "When I'm onstage I'm likely to be wearing sundresses and cowboy boots, but when I'm offstage, hangin' with my friends, songwriting or taking care of business, my comfort zone is a great pair of jeans. L.e.i. jeans fit great and look great, and the price is right. I love the jeans and I love what L.e.i. stands for, Life. Energy. Intelligence."
The "This is L.e.i. Country" campaign will be shot by world famous photographer Peggy Sirota, and will debut in August issues of select fashion and entertainment magazines, including Teen Vogue, Cosmopolitan, Seventeen and US Weekly. In addition, the campaign will feature an extensive online component targeting the junior girl audience, which will include sweepstakes and contests tied to meeting Ms. Swift and attending her concerts.
Widely hailed as the first bonafide country music star of the MySpace generation, 18-year-old Taylor Swift currently has singles climbing both the country and pop radio charts. At the age of 17, Taylor became the youngest person to single-handedly write and sing a number-one country single entirely on her own ("Our Song" spent 6 consecutive weeks at #1 atop Billboard's Country Singles Chart), and she is the first female solo artist in country music history to wrote or co-write every song on a platinum-selling debut CD. At 14, she signed a publishing deal with Sony/ATV Music, and in 2006 released her self-titled debut CD on Big Machine Records. Taylor Swift has reached triple-platinum (3 million sales) status and has spent 18 weeks so far in the No 1 position atop Billboard's Country CD Sales Chart.