Overview

As part of a larger elevation strategy, the company launched a high-end collection with more forward design, and better fabrication, higher price points. The aim was to elevate the brand and return to certain roots of the company and elements of its heritage. The launch of the higher-priced collection was the latest step in the company revamping its apparel offerings and beginning to develop all men's and women's products in-house. The new line marks a significant effort by the company to jump-start its business and impact everything from its retail stores to its marketing message.

Designer / Stylist

Ingo Wilts
Kate Lanphear

Event Design / Production

Dizon
Jonathan Beck

Photographer / Director

Sharif Hamza

The Collection

The street-ready collection was designed with many heritage elements and textures going back to the brand's beginning: the color black, a lot of leather, mixing textures, visible and functional hardware – buckles, studs, and exposed zippers. There were also richer leathers, fabrics, chiffons, and pony leathers. The new collection was an opportunity to reintroduce the brand to the consumer and speak to them in a more elevated and engaging manner.

The Presentation

The presentation was held at Cedar Lake in New York and was produced by Dizon Inc. The room was lined with all black fixtures and furnishings housing inset products and styled looks, while in the center of the space hung a spot-lit row of samples. We created a life-size, living, breathing lookbook. The 24 individual looks were shot by artist and director Sharif Hamza. Giant screens showed videos of larger-than-life models speaking affirmations of their individuality through targeted speakers overhead.

The Digital Platform

For the collection, we launched an innovative, interactive microsite designed to immerse the customer in a digital experience reflecting the sophisticated, elevated tone of the new collection. Through editorially-stylized photography, users embarked on a self-guided journey of discovery, exploring the rich details of the Kenneth Cole Collection. The site included:

A dynamic shoppable lookbook where visitors can browse by outfit.

A celebrity-curated Insta-campaign where visitors used their "voice" by posting imagery to #KCCVoices.

Behind-the-scenes video content.

The campaign launched with Hunger Games actress Leven Rambin, who curated the theme "Provocative." Her performance was followed by visionaries including artist Curtis Kulig, DJ Mia Moretti, and Mashable Editor Lauren Indvik.

Men's dynamic shoppable lookbook where visitors can browse by outfit.

Women's dynamic shoppable lookbook where visitors can browse by outfit.

Celebrity-curated Instagram campaign – #KCCVoices.

Behind the scenes - creating the campaign assets.

Behind the scenes - building the presentation.

A Return to the Runway

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