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When you're promoting the collab to end all collabs, "pulling out all the stops" sounds appropriate. So it's not super surprising that Target is abandoning its "no-name" model habit in favor of catwalk superstar and designer darling Karlie Kloss for the capsule's ad campaign. What she'll be doing in said campaign has yet to be revealed, but if anyone can sell both women's clothes and dog treats, it's definitely Kloss.
And just in case she needs some help, Target and Neiman Marcus hired filmmaker-animator Quentin Jones, of Chanel and Victoria Beckham campaign fame. If this video is any indication, we can all get ready to be more awake than we were five minutes before viewing—and of course super-hyped about the collection.
One Target spokesman gave some clues as to where the campaign is focusing its energy and the short version, according to his account, is "everywhere." The long version is that "It's very comprehensive and robust and will include all mediums with unique elements specially designed for online, print, out of home, TV and social media." To be fair, nothing less than an all-out onslaught of all media outlets was expected of this collabapalooza.
· Target Reveals Details for Holiday Campaign [WWD]
· Kenzo's Pre-Fall Campaign Video Will Wake You Up Faster Than Coffee and Then Make You Nostalgic for Playgrounds [Racked]
· All Target Coverage