Lucky Few

Thursday, 17 July 2008
Lucky Brand Jeans, one of the “power brands” of parent company Liz Claiborne, will launch a major marketing campaign starting October. “Lucky Few” is the sizzling title of the campaign featuring eight ‘real people’ carefully selected by New York based arts organization Gen Art. The four women and four men personify luck and serendipity in the ads and represent the vision of the company: “innocence, courage and fun, the embodiment of what you feel when you see or hear something that takes you”.

"People, in these trying times, want quality,” Kristin Patrick, Lucky's vice president of marketing, told WWD. "People want to connect to something real." It’s all about real people fulfilling their dream.

So Lucky Brand decided to go for hip, authentic and successful youngsters not being models. Hannah Wood, sister of actor Elijah Wood, owns an organic lip balm company called Blabbermouth. Leilani Münter, an eco-minded race-car driver who buys one acre of rain forest for every competition she enters. Musician Cory Chisel, filmmaker Dustin Lynn, painter Kris Lewis, screenwriter Jason Keller, actress Serena Reeder and photographer Hilary Hulteen.

The ads will be shown on billboards, Web banners and in the October issues of magazines such as Details, Vogue and GQ, as well as those of independent magazines like V and Fader, in which Lucky is advertising for the first time.

Lucky, Juicy Couture, Mexx and Kate Spade, are the direct brands of Liz Claiborne. The $4.58 billion conglomerate is counting on Lucky to help fuel expansion.

Image: Lucky Brand Jeans

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