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fashion-memopad

Jason Wu to Launch Guerrilla-Style Ad Campaign

The designer is starting to advertise, but instead of going with print, his will be wild postings on the streets of Manhattan.

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Jason Wu

An image from Jason Wu’s first campaign.

Photo By Courtesy Photo

FIRST TIMER: Jason Wu is starting to advertise, but instead of going with print, his will be wild postings — a type of viral guerrilla-style image campaign — across Manhattan. Willy Vanderperre shot the campaign, which features model Julia Frauche styled as a modern pinup girl. Patrick Li was its creative director.

“The idea behind the shoot was all about silhouette, highlighting the Fifties couture-inspired shapes of my spring 2012 collection,” Wu said.

The designer particularly liked the contrast of Vanderperre’s sophisticated images with the wild posting street campaign. “The juxtaposition between the downtown-uptown vibe feels so right for my first campaign.”