advertising
advertising

White House|Black Market, The Limited Tap Top Models for Spring

The Limited has hired Karolina Kurkova for its spring campaign, while White House|Black Market is unveiling a commercial featuring Coco Rocha.

View Slideshow

UPPING THE ANTE: The Limited is spending big on its spring campaign, which involves a big-name model and supersized media plan. The brand has never been in the race to score a big name, but all indicators show the retailer is now ready to compete by hiring model Karolina Kurkova and tapping Trey Laird of Laird + Partners (who seems to be behind every campaign this season). The Limited declined to comment on its media budget for the season, but an industry source said that “it’s approaching the $10 million level.”

White House|Black Market has also tapped a well-known model this season. On Monday, its first spot featuring Coco Rocha will run during prime-time TV, a first for the brand. White House|Black Market has made a significant increase in TV (prime time, entertainment syndication and cable), as well as online. The print run will be the same as last season.

The spot is sort of a fashion version of “The Artist,” featuring Rocha in mostly black and white, tap-dancing and not saying a word. Her outfits change with almost every tap of her foot.

View Slideshow
load comments

ADD A COMMENT

Sign in using your Facebook or Twitter account, or simply type your comment below as a guest by entering your email and name. Your email address will not be shared. Please note that WWD reserves the right to remove profane, distasteful or otherwise inappropriate language.
News from WWD
Newsletters

Sign upSign up for WWD and FN newsletters to receive daily headlines, breaking news alerts and weekly industry wrap-ups.

LatestPublications
getIsArchiveOnly= hasAccess=false hasArchiveAccess=false