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Perhaps White House | Black Market should thank the First Lady.

An image from the White HouseBlack Market campaign

An image from the White House|Black Market campaign.

Photo By Courtesy Photo

THE MICHELLE EFFECT?: Perhaps White House | Black Market should thank the First Lady. The company, which got a huge boost in popularity last year when Michelle Obama wore its $148 print dress on “The View,” is one of the few retailers to boost its ad spending this fall. “Our new campaign is not about the past but the bright future in store for us and the overall momentum we’re enjoying,” said Donna Noce, brand president.

While the firm declined to reveal its budget, the campaign, photographed by Glen Luchford, will include a spectrum of inserts and ads, which will break in the September issues of InStyle, Vogue, Elle, Lucky, Vanity Fair and Harper’s Bazaar. Ads will also appear on New York City buses, bus shelters and a billboard near the brand’s FlatIron location.

A White House | Black Market spokeswoman said the brand is also working on a possible fall pop-up location and potential retail expansion in Manhattan. — Amy Wicks

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