Ippolita Unveils New Strategy, Taps Kendall Jenner

Ippolita is looking to combat a “soft” consumer environment with a more aggressive e-commerce strategy — and a Jenner.
The jewelry brand, founded by Ippolita Rostagno in 1999, will leverage Kendall Jenner’s resonance in the Millennial space — featuring the model in campaign images captured by herself, as well as supplemental photos taken by Ryan McGinley. This marketing push will be coupled with a new web site and online presence, with the aim of attracting both new and previous customers to the brand.
“We are not a red carpet brand, we are an everyday brand,” Rostagno said. “What’s cool about Kendall is what she looks like everyday when she’s caught on a whim.”
Jenner said of her decision to work with the label: “I think everything is so cool, it’s a lot of simple stuff that’s easy to wear day and night. I really enjoyed the concept for this shoot. They didn’t want it to look like a typical jewelry ad.”
The model feels that jewelry is a particularly important component of her wardrobe: “I’m in love with jewelry, I think it can make an outfit, I just feel better when I’m wearing it — whether it’s with an outfit or a bathing suit. If I

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