IMAGE UPDATE: Edgy and funky are two words that formerly had little connection to LeSportsac — but the company hopes to take a fashion-forward step in that direction with its upcoming ad campaign. "We are turning up the volume," said Elizabeth Kiester, chief creative director. "We want to forecast fashion trends and be proactive now, not reactive." And Kiester has experience in that department, from her former positions at Jane and Marie Claire magazines. The new campaign, which was shot Wednesday and today at a studio in Chelsea, will appear in the September issues of Lucky, Teen Vogue and In Style.
There will be three images, shot by Bela Borsodi, whose work has appeared in Details and Vogue Nippon. Each image molds a different variety of LeSportsac bags, to look like clothing, around the form of an imaginary model. All the bags will be available in stores this summer, Kiester said.
Stephen Niedzwiecki, founder and creative director at YARD (the ad agency behind the campaign), joked that the images should look like "‘America's Next Top Model,' made out of bags." Here's hoping the images get more coverage than most of the show's winners. — Amy Wicks
FULLER GOOD LIFE: The name of the event was "You Go, Girl!" and, accordingly, the Canadian Consulate in New York had rounded up American Media Inc. editorial director Bonnie Fuller to speak and read from her book, "The Joys of Much Too Much." With her husband in the audience and copies of Star dispersed among the mostly female attendees, Fuller held forth on work-life balance and why Canadians are funnier.
(They have to try harder.)
Asked whether mentors had played a role in her rise, Fuller seemed at a loss, and then said most of the people she had come to for advice over the years happened to be men. Asked about the wage gap between U.S. men and women, Fuller said it was partly because taking time off to be mothers had taken women off track for high-earning positions. "I find it hard to find senior women to promote where I am, in the magazine business," she said.
There will be three images, shot by Bela Borsodi, whose work has appeared in Details and Vogue Nippon. Each image molds a different variety of LeSportsac bags, to look like clothing, around the form of an imaginary model. All the bags will be available in stores this summer, Kiester said.
Stephen Niedzwiecki, founder and creative director at YARD (the ad agency behind the campaign), joked that the images should look like "‘America's Next Top Model,' made out of bags." Here's hoping the images get more coverage than most of the show's winners. — Amy Wicks
FULLER GOOD LIFE: The name of the event was "You Go, Girl!" and, accordingly, the Canadian Consulate in New York had rounded up American Media Inc. editorial director Bonnie Fuller to speak and read from her book, "The Joys of Much Too Much." With her husband in the audience and copies of Star dispersed among the mostly female attendees, Fuller held forth on work-life balance and why Canadians are funnier.
(They have to try harder.)
Asked whether mentors had played a role in her rise, Fuller seemed at a loss, and then said most of the people she had come to for advice over the years happened to be men. Asked about the wage gap between U.S. men and women, Fuller said it was partly because taking time off to be mothers had taken women off track for high-earning positions. "I find it hard to find senior women to promote where I am, in the magazine business," she said.
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