Rebecca Taylor has hired her first branding agency, MODCo, to help her go big for Spring. MODCo is creating a full-scale ad campaign for the brand that encompasses print, online and out-of-home in the U.S. The theme for the campaign is "Color Bomb," which highlights Taylor's colorful Spring collection. Model Aline Weber stars in the campaign shot by photographer Alexi Lubomirski.
Sara Rotman, founder, chief executive officer and chief creative officer of MODCo, added, "They came to us to help them really illustrate this idea Rebecca has of modern feminism, which is not saccharine sweet, or overly frilly or floral. It's really a modern woman's experience with femininity." The campaign will launch online and out-of-home on Feb. 1 and will appear on such Web sites as nytimes.com, wsj.com and nymag.com.
"We wanted to get a wider message across," said Taylor. "Usually we rely solely on the runway show and editorial....But we thought we were missing putting our complete message together. This is a strong concise message of who the Rebecca Taylor girl is and the spirit of that girl." Taylor said her brand is really evolving within the contemporary marketplace. "What the modern woman wants to wear now is casual and polished. It's really one of the nicest moments we've had for a long time. There's a real mix of femininity, plus a cool vibe," she said.