The LPP Polish fashion company surprised everyone last year, introducing a world model like Kate Moss in the autumn campaign of its flagship brand Reserved. The company announced that the Reserved is changing and entering the international arena. This time, the face of the 2018 Spring & Summer collection is Cindy Crawford. The selection of recognizable faces for upcoming campaign seasons is an element for building global recognition of the Reserved brand and the LPP company.
Reserved is the fastest developing brand of LPP clothing in Gdańsk, which portfolio also includes such brands as Mohito, Cropp, House and Sinsay. Shops of the flagship brand are now in 20 countries in Europe and the Middle East. In 2017 Reserved salons had their spectacular debut on the shopping streets of two fashion capitals in Europe – Berlin and London. This year the flagship brand will be available on the next foreign markets: in Israel, Kazakhstan and Slovenia.
“We are proud that as the only Polish fashion company, we are consistently enhancing our presence on the market of Central and Eastern Europe, Western Europe, Russia and the Middle East” – said Marek Piechocki, President of LPP. “The international campaign with Cindy Crawford is part of our strategy in which we place an emphasis on the increased recognisability of our flagship brand Reserved. Its products are already appreciated by customers in Europe and beyond its borders.”
A major event of the previous year was the opening of the Reserved shop on the iconic Oxford Street in London, which was accompanied by a campaign with the fashion icon Kate Moss. At the end of the year in the Christmas advertising of the brand, top male and female models participated: Irina Shayk, Adwoa Aboah, Jordan Dunn and Jon Kortajarena. This time, in promoting the 2018 spring-summer collection, the LPP company used an icon of the modelling world, Cindy Crawford.
“The selection of top models for the new face of the brand is not an accident. The concept of the campaign refers to the aesthetics of the 1980s, the time when Crawford’s career was the most intense. She herself was promoted to the icon of American fashion. In the latest campaign, we nostalgically return to the times of “power woman” and the 1980s. Their quintessentially fashion is undeniably Cindy Crawford. The star of the spring campaign of Reserved equates sensuality and femininity in a somewhat contrary manner underlined by a healthy distance to each other. The ‘I love you Cindy’ campaign will have a slightly jocular tone so that when moving around in the fashion world and the galloping aesthetic trends one doesn’t forget that we exist in the world of pop-culture fun” says Monika Kapłan, marketing director of Reserved.
The “I LOVE YOU CINDY” campaign with Cindy Crawford in the main role is a reference to the golden age of boom boxes, hair varnishes and the famous phone ”bricks”. It brings us back to the sunny, American suburbs of the 1980s. The heroes of the “I love you Cindy” video, aside from the prominent Cindy Crawford, will also be Dacre Montgomery – the hero of the series Stranger Things and Eric Roberts – brother of the actress Julie Roberts. The launch of the campaign is scheduled for March 15 this year. Materials from the campaign can be followed under official # iLoveYouCindy.
LPP SA is one of the fastest growing clothing companies in the region of Central and Eastern Europe. For over 25 years, the company has been continually operating in Poland and abroad, achieving successes in the demanding clothing market. LPP S.A. manages 5 fashion brands: Reserved, Cropp, House, Mohito and Sinsay. The company has a network of more than 1700 sales salons in 20 countries and the on-line shops of their brands are in 11 European countries. It creates jobs for about 25 thousand people in offices and sales structures in Poland, Europe, Asia and Africa. The company LPP SA is listed on the Warsaw Stock Exchange as part of the WIG20 index and belongs to the prestigious MSCI Poland Index.