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After more than a decade in business, Intermix is about to unveil its first ad campaign.

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Intermix’s new ad campaign

Intermix’s new ad campaign.

Photo By Courtesy Photo

FIRST TIMER: After more than a decade in business, Intermix is about to unveil its first ad campaign. The brand is in the early stages of an “evolution,” and hired a new marketing director to elevate and modernize its image. “Our customer has evolved and so should we,” said a spokeswoman. She added the campaign will be delivered through several channels that are a bit unexpected, such as street wall paintings around New York City. “We are advertising in places like V magazine and Paper, but we are also going to be in local media outlets.” The images are grittier than one might expect from Intermix, incorporating black-and-white photography with watercolor graffiti, “to bring the edge in,” said chief executive officer Khajak Keledjian. Ads will make their debut the first week in July.

—Amy Wicks

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