On 15 March, the spring and summer campaign of the Reserved brand belonging to the Polish clothing company LPP was officially launched. After last year’s successful campaign with Kate Moss in the lead role, this time Reserved decided to promote the spring-summer collection 2018 with the help of American supermodel Cindy Crawford.
The campaign is promoted by an original clip directed by Gordon von Steiner, one of the most talented authors of fashion films in the world. Cindy plays the role of an eccentric resident of the American suburb, dressed in the style of the 1980s.
I know Gordon’s work, so I could not wait to see what he came up with for me. I liked the atmosphere of nostalgia for the 1980s in the clip, but all the shots also have freshness and lightness. In the dance scenes, in turn, I really had to get out of my comfort zone – says Cindy Crawford on the unusual Reserved project. The “I love you Cindy” campaign is undoubtedly the largest production made by Reserved.
– This choice is not accidental. The participation of Kate Moss in the last year’s campaign during the debut of our flagship brand in Great Britain has been widely noticed in Poland and abroad. Reserved is our flagship brand, which currently has more than a 50% share in the sale of products belonging to the LPP brands, that’s why we want to promote its presence in the customers’ minds not only in Poland, but also beyond its borders – says Przemysław Lutkiewicz, Vice President of LPP. – Reserved stores are already present in 20 European countries, but also in the Middle East, therefore, we want the promotion of the collection of this brand to be held at a global level – he adds.
The Reserved brand was created 20 years ago, and it debuted outside Poland for the first time in 2002. Today it has as many as 468 stores in 20 countries around the world, including 232 in Poland. Over the past year, the brand’s showroom area has increased by 10%. Later this year, the owner of Reserved, the LPP company plans to open brand stores in Slovenia and Kazakhstan, as well as in the franchise system – in Israel. At the end of 2017 Reserved showrooms had nearly 600,000 m2 of space, and further growth is planned for 2018.
Polish brand products are appreciated more and more not only in Central and Eastern Europe, but also in the western part of the continent, including Germany and Great Britain. In total, in Western Europe, the largest LPP flagship brand currently has 20 stores, which are very popular among demanding customers of this part of the continent.
Reserved is a Polish brand that we want to particularly promote, because in our opinion it is a great, indigenous Polish export product, which we are very proud of. Thanks to our collections, we promote our Polish design, the know-how and, above all, the creativity of hundreds of Polish designers, graphic designers and technologists working for the benefit of LPP. We hope that the participation in this spring and summer campaign of such a modeling star as Cindy Crawford will not go unnoticed, comments Lutkiewicz.
The full version of the campaign film, the preview of which could be viewed a few days ago, is available at https://www.youtube.com/watch?v=HmLGlAI_BY0.
LPP SA, is one of the most dynamically developing clothing companies in the region of Central and Eastern Europe. For over 25 years, the company has been consistently operating in Poland and abroad, achieving successes in the demanding clothing market. LPP SA manages 5 fashion brands: Reserved, Cropp, House, Mohito and Sinsay. The company has a network of over 1700 showrooms in 20 countries and on-line stores of its brands in 11 European countries. Creates jobs for approx. 25,000 people in offices and sales structures in Poland, Europe, Asia and Africa. LPP SA is listed on the Warsaw Stock Exchange as part of the WIG20 index and belongs to the prestigious MSCI Poland index.
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