fashion-memopad
fashion-memopad

Pamela Love Launches Interactive E-commerce Campaign With Barneys

The campaign began as a submission to a contest run by the CFDA/Vogue Fashion Fund.

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PAMELA’S SECOND-PLACE FINISH: Sometimes winning isn’t everything — just ask designer Pamela Love.

The quirky creator of contemporary jewelry told WWD that she finished a close second to Joseph Altuzarra in a contest run by the CFDA/Vogue Fashion Fund and Kate Spade recently, missing out on the grand prize, namely a full-page ad in Vogue’s September issue.

The five designers — Love, Altuzarra, Albertus Swanepoel, Cushnie et Ochs and Robert Geller — were plucked by a panel that included Council of Fashion Designers of America chief executive officer Steven Kolb; KCD president Ed Filipowski; Deborah Lloyd, president and creative director of Kate Spade New York; Mark Holgate, fashion news director at Vogue; Trey Laird, president and executive creative director at Laird + Partners, and photographer Sebastian Kim.

Even though Love didn’t win, her entry, a campaign that was illustrated by her husband Matthew Nelson, caught the attention of the panel, which decided to mentor the designer pro-bono. At the suggestion of the judges, Love animated her illustration of a well-accessorized woman sitting in front of a world map pointing at a globe with her eyes closed. Customers can click on the animated baubles, which twinkle as the globe rotates, and purchase Love’s wares.

“Pamela created a whole world in illustration that cleverly captures the personality of her brand and had enough depth to become an ongoing seasonal campaign,” said Filipowski, who noted that he pushed for Love to get her own sort of award.

“I wouldn’t take no for an answer. It was too good not to come to life,” he said.

Love’s “win” translated to an interactive e-commerce campaign now on the Web site of Barneys New York, as well as an outdoor campaign that includes “wild postings” throughout the city.

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