Luxury designer Ralph Rucci called in the big guns for his first major advertising campaign for his namesake brand. Famed photographer Steven Meisel took over behind the lens, French Vogue’s Johnan Svensson served as art director, W’s Edward Enninful was the stylist and Stella Tennant modeled fall pieces.
“We really have a dream team—and of course there’s Ralph,” said Jeffry Aronsson, the company’s president, told Women’s Wear Daily. The campaign is the first of many efforts to familiarize their target customer with the history of the brand’s luxury. The next step is to move into a new 12,500-square-foot space at 151 West 26th Street in New York that will allow visitors a glimpse at couture fittings and patternmakers and seamstresses at work.
Lastly, the brand will unveil the newly revamped web site around the time the ad campaign makes it’s debut. The site will dabble a bit in e-commerce with a few items for sale. Women’s Wear Daily is reporting that we can expect to see changes on the runway too: handbags!
“Our focus is to target brand awareness so that customers get a better understanding and appreciation for our unique attributes,” Aronsson said.
We say, well done!