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OVER THE RAINBOW: Rebecca Taylor is making a splash for spring. She has hired her first branding agency, MODCo, to create a full-scale ad campaign that encompasses online and out-of-home in the U.S. The campaign’s theme is “Color Bomb,” highlighting Taylor’s spring collection. In collaboration with MODCo., Taylor created a feminine, powdery plume bringing to life the New Year and the new season’s emotional optimism through an abstract veil of color. Shot by photographer Alexi Lubomirski in New York City, the campaign stars model Aline Weber emerging from what appears to be a seductive sunrise after a thunderstorm.
“We wanted to get a wider message across,” said Taylor. “Usually we rely solely on the runway show and editorial.…But we thought we were missing putting our complete message together. This is a strong concise message of who the Rebecca Taylor girl is and the spirit of that girl.” Taylor said her brand is really evolving within the contemporary marketplace. “What the modern woman wants to wear now is casual and polished. It’s really one of the nicest moments we’ve had for a long time. There’s a real mix of femininity, plus a cool vibe,” she said.
Sara Rotman, founder, chief executive officer and chief creative officer of MODCo, added, “They came to us to help them really illustrate this idea Rebecca has of modern feminism, which is not saccharine sweet, or overly frilly or floral. It’s really a modern woman’s experience with femininity.”
The campaign will launch online and out-of-home on Feb. 1 and will appear on such Web sites as nytimes.com, wsj.com and nymag.com. The ads will also run on out-of-home kiosks throughout Manhattan, especially around Lincoln Center during New York Fashion Week. The spring budget is $120,000.