NEW YORK, Jul 13, 2014/ — In the 1990s, MTV popularized musicians performing and/or playing “unplugged”. Today, Bongo breaks new grounds and presents actress Vanessa Hudgens completely unretouched and all natural in the final images of its Fall 2014 campaign.
In this digital age when Photoshop is actually on your desktop, airbrushing which used to be available only in the lofty offices of Madison Avenue is now as easy as using an app. Consumers has found it banal!
Going against the flow, Bongo decided to show Vanessa Hudgens, the current face of Bongo Jeans to go 100 percent all natural and unretouched.
Serving as an inspiration for girls to feel confident and proud of who they are, the national campaign images will not be Photoshopped or airbrushed and will showcase Hudgens as she appeared on set. Hudgens spiritedly posed in Bongo’s fall collection of apparel, outerwear, footwear and accessories.
Commenting on the campaign, Vanessa Hudgens stated, “This is my second season working with Bongo and it’s been such a treat! The clothes really make me feel carefree and confident, which is why I love that the final ad images are unretouched.”
“It’s so important for girls to remember that real beauty shines from within and I’m so proud that Bongo is choosing to send such a positive message with this campaign,” Vanessa added.
Dari Marder, Chief Marketing Officer, Iconix Brand Group commented, “In the age of Instagram filters and Photoshop apps, it is more important than ever that Bongo remains committed to inspiring girls to feel comfortable in their own skin and we are excited to be partnering with Vanessa to send that message with this campaign.”
The multimedia marketing campaign will debut in August issues of fashion, lifestyle and entertainment magazines such as Teen Vogue, Seventeen and Cosmopolitan as well as appearing outdoor, online, at Bongo.com, on shopyourway.com, and in Sears and Kmart marketing and in-store collaterals.
Bongo is available exclusively on shopyourway.com and at Sears and Kmart stores nationwide as well as online at www.sears.com and www.kmart.com.
Bongo collections include junior apparel, girls’ apparel, swimwear, footwear, handbags, watches, jewelry, eyewear, accessories and beauty.
Hudgens will make personal appearances on behalf of the junior brand at Sears and Kmart as well as host events for Bongo. Exclusive content for Shop Your Way members will also be developed for her fans.