KALLING KENDALL: Mango is on a mission to match its marketing plans with the pace of its fast-fashion business and it’s tappedKendall Jenner as part of the plan, WWD has learned.
Jenner will star in “Tribal Spirit,” the first of the four separate themes that make up the spring 2016 campaign. She will model the collection, which is inspired by the African savanna, and includes a tribal print dress with a high slit, and a leather fringe minidress.
The campaign was photographed by David Sims in a London-based studio last month.
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The brand is seeking to align its marketing efforts with the pace of fast-fashion, and it plans to unveil a new mini-campaign — with a different face — each month for the spring season. A new ad will drop in the months of February, March, April and May.
“We are organizing our marketing strategy to be as close as possible to the strategy of the product,” said Mango vice president Daniel López in an interview. “We are creating and detecting and launching trends very quickly on the sales floor. And we’re also shooting the campaigns with the trends that we will have in the stores in that relevant month.” He said the celebrity that will star in each campaign will reflect “the relevant trend” for that month.
He said Jenner fit in well with the mood of the savanna. “We thought that she was the best model to embody this trend. And obviously the upside with that is that, as a model, she’s very professional, she works fantastically. As a celebrity she has huge repercussions in the market and among her followers.”
He called Sims “a master of the photography, with a huge talent, undisputed prestige and experience. Moreover, we knew his work and we thought he would be the best to shoot the campaign. We knew he was going to be able to bring his unique, creative energy and expertise to Mango.”
Jenner said it’s the first time she worked with the Spanish brand, and called the experience “unbeatable. I felt very comfortable with the garments and with the entire Mango team,” she added.
The campaign will run in the March issues of glossy publications, although the company would not specify which ones. It will be featured on the label’s advertising platforms on Feb. 1.