As part of its foray into fashion including name-dropping Balmain and doing boho chic on a budget, Kmart has released a series of sassy advertisements for summer along with the tagline, "Money can't buy style," Women's Wear Daily reports:
Featuring "real people" wearing Kmart fashions of their choice, the ads were photographed at Manhattan's Mark Hotel. A production team streetcasting in New York filmed potential players with a video camera to make sure they were telegenic. Several fashion bloggers were also hired. Ruby, a 15-year-old blonde from SoHo with "impeccable taste and a quiet beauty," was photographed wearing a leopard-print coat and striped skirt that she styled herself.
How Terry Richardson of them! Peterson Milla Hooks, out of Minneapolis, conceived the campaign for the big box store. According to AdAge, PMH "has been responsible for many of Target's most beloved campaigns over the last dozen years, including 'Sign of the Times,' 'Color My World,' 'Design for All' and 'Hello Goodbuy.' It also produced campaigns to promote the retailer's popular design partnerships with labels such as Liberty of London, Michael Graves, Sonia Kashuk and others." Interestingly, Target ended its relationship with the agency last month.
Check out a preview of what's to come for Kmart and head over to WWD.com to see the rest and read more.