Stylist and fashion editor Anna Dello Russo is featured in the campaign for Macy’s contemporary Private Brand INC. She will serve as the editor at large for the fall Private Brand collection. INC is carried in 650 Macy’s stores as well as all 41 Bloomingdale’s stores. Core price points for INC women’s wear fall between $79 and $199 for tops, knits, outerwear and dresses.
Dello Russo both styled and appears in the ads, which also feature model Karolina Kurkova. Macys.com will launch an INC microsite with videos that provide a peak into her high-flying lifestyle while offering fashion tips to consumers.
According to an article in Womens’s Wear Daily: “We wanted to give our brand a new voice and we were looking at how pedigreed editors are expanding their wingspans to much more than just editing magazines,” said Nancy Slavin, senior vice president of marketing at Macy’s Merchandising Group. “Anna is so charismatic: she’s colorful, she’s wacky and she’s become her own personality.”
“I’ve edited so many things in my life, the mass market is another challenge for me,” said Dello Russo, from her August vacation in Puglia, Italy. “I wanted to see if I could push forward in a new way and Macy’s for me represents the biggest of American shopping institutions.”
The marketing campaign to promote the Private Brand collection breaks in the September issue of Vogue. The bulk of the media buy is online, with sites including Style.com, Refinery29.com and Fashionista.com.