NEW YORK, Jul 3, 2009/ FW/ — New York-based fashion retailer INTERMIX is launching its first ever ad campaign this month that will reveal the company’s initial steps toward an evolution of their brand image.
Designed by Gothan-based creative agency ORPHAN, the campaign uses a series of images that are playful and evocative. Envisioned by progressive artist Matt Sohl and shot by photographer Butch Hogan, the photos reflect Intermix’s philosophy of ‘mixing’ established brands and emerging designers at a range of price points displayed in unexpected combinations.
As seen in the ad, collections you can expect to find in any Intermix boutique include Stella McCartney, Elizabeth and James, Herve Leger, Balmain, J Brand, ALC by Andrea Lieberman, Chloe, Yigal Azrouel, and many others.
“We wanted the ad campaign to be a perfect marriage between art and fashion, uptown with downtown. The concept was really based on having classic and elegant black and white photography with a touch of watercolor graffiti to bring the edge in…” says Khajak Keledjian, CEO of Intermix.
In a time with so much change and economic duress, Intermix recognized that the brand also needed to evolve and embrace a new inspired image as it just celebrated its 15th anniversary.
Continues Keledjian, “Using a young, creative design firm to conceptualize the campaign keeps the INTERMIX tradition alive of nurturing young talent just like we do with our designers. This is a great time to work with ambitious and talented people who understand how quickly the world is changing.”
By granting new franchises and designers an opportunity to expose themselves to a specific demographic of stylish, sexy, confident women, INTERMIX has become eponymous for setting the bar in the boutique fashion world.
Since its inception in 1993 the company has grown into 25 locations across the US, and the name Intermix has become synonymous with innovative dressing and highly evolved personal style.