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BIG STEP: It’s not often that a chief executive officer gets emotional when talking about a new advertising campaign, but The Limited’s Linda Heasley has no other way of putting it. “The focus has never been on us [within the company], but this campaign represents a major comeback for us,” Heasley said from her offices in Columbus, Ohio. “I mean, we’re going to be in the pages of Vogue!”
Patrick Demarchelier shot model Kendra Spears (who will also appear in the new Calvin Klein campaign) in New York City, under the direction of David Lipman. “I was so taken by Linda and her passion for the brand,” Lipman said. “It felt so old fashioned to me. It’s just deeper than what I normally deal with. It’s old-school retailing. You can tell every customer really matters to her.”
Lipman put Spears on a city street, holding a surfboard, because he believes this laid-back image will resonate not just in Manhattan, but all around the country to the woman “who wants to dress with style, her way.” In addition to Vogue, the campaign will run in Elle, Glamour, InStyle, Lucky, Marie Claire and People StyleWatch.
— AMY WICKS