Women’s Wear Daily
04.16.2014
markets
markets

Media Bank: Edelman Reteams With Kate Upton... Dr. Martens Stands Firm

For the brand’s latest campaign, the model was shot on a beach in California.

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Kate Upton Sam Edelman spring 2014
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Sam’s Girl Is Back
Kate Upton is returning as the face of Sam Edelman’s ad campaign. The spring ’14 ads were shot by photographer Craig McDean on a private beach in California. “Kate is the model of the moment, and I’m thrilled to have her again,” Edelman said of his decision to hire Upton. “The Sam Girl is aspirational and knows all the hottest trends. … They all want to look like Kate.” Images from the shoot are scheduled to appear in Vogue, Harper’s Bazaar and other magazines. The new collection was inspired by the mode of dressing in St. Tropez beach towns and London street style, while incorporating nude colors and natural leathers, with camouflage print accents throughout. 

Dr. Martens Takes a Stand
Today marks the launch of Dr. Martens new spring collection, and for the second season, the label has created a series of upbeat “Stand for Something” videos ranging from 30 to 90 seconds. The ad campaign celebrates the brand’s diverse consumer base and individuality, said Dr. Martens’ global marketing director, Simon Jobson. For example, in a 90-second clip, a partygoer declares, “I stand for something, so I don’t fall for everything.” As Jobson explained, “[The campaign] enables consumers to articulate what their footwear says about their own personal style and identity. This has been the case throughout our 53-year history, where we have been adopted, replayed and subverted by countless tribes, subcultures and free-thinking individuals.”

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