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BREAKING OUT: In its quest to become more of a lifestyle brand, Andrew Marc is shaking up its advertising. Its fall campaign, shot by Patrick Demarchelier, takes the urban-friendly collection into the great outdoors. Styled by Laura Ferrara, the ads were photographed at the Mohonk Mountain House, in upstate New York. The idea was to explore contrasts by shooting urban clothes in a decidedly rugged environment. The campaign was created by Alex Gonzalez, creative director of AR New York, in collaboration with Chris Gbur, creative director of Andrew Marc. Featured in the campaign are Rianne Ten Haken and male model Cheyne Oglesby.
Andrew Marc, a division of G-III Apparel Group since 2008, began as an outerwear firm and has subsequently added such categories as handbags, dresses and tailored clothing. The overall ad budget is up 35 percent for fall, with additional print magazines and increased spending for outdoor and digital opportunities. Beginning in September and running through the fall, ads will appear in Vogue, Elle, GQ, Vanity Fair, Wired and Condé Nast Traveler. New for fall will be Harper’s Bazaar, Men’s Health, New York magazine, C magazine and The Wall Street Journal.
— Lisa Lockwood