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Rampage is dialing up the sex quotient in its fall campaign, which once again stars Czech supermodel Petra Nemcova. The Rampage campaign, created in-house, breaks in September issues of fashion and lifestyle magazines including InStyle, Elle and Cosmopolitan, and online. Nemcova also will make in-store appearances on behalf of the brand at select retailers nationwide. The new ad campaign, shot by fashion photographer Gilles Bensimon, is darker and sexier than the previous spring effort, which also featured Nemcova and was shot on location in the Florida Keys. That campaign took a more playful approach to the brand. The ads also have a luxury appeal, with gold added to the Rampage logo, as part of a strategy to appeal to an older, more sophisticated consumer in her mid-20s, said Rampage rep Maria Dolgetta. The label has so far been a favorite with the junior set, ages 14-24. Rampage is a brand of Iconix Brand Group, New York, which also owns and licenses Candie's, Bongo, Badgley Mischka, Joe Boxer and Mudd. Nemcova received global attention when the Indian Ocean tsunami of December 2004 nearly killed her and swept away her boyfriend, British photographer Simon Atlee, while they were staying at a Thailand resort. A portion of Rampage sales will be donated to Petra's Charity, the Happy Hearts Fund, which benefits children devastated by the tsunami.
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