MODCo Creative

One of our most exciting and ambitious projects over the past few months was to develop a new marketing campaign, website and e-Commerce platform for True Religion Jeans. The iconic denim label had a couple of goals in mind: Focus the strategy and creative around the brand's essence, with its distinctly American voice, all within a ticking time-frame. Today WWD pays tribute to the success of both the campaign and the business, applauding the company's impressive growth in the midst of recession, and the fantastic new creative that we're proud to have helmed. From the article:

"True Religion will speak with a markedly American accent as it fans out over the globe. Its new marketing campaign, which includes the relaunch today of its Web site at truereligionbrandjeans.com, is built on four distinctly American personalities — The Bohemian, The Wanderer, The Maverick and, for men’s, The Rebel, portrayed by Tallulah Morton, Alicia Rountree, Julia Dunstall and Brad Kroenig, respectively, in photos by Alexi Lubomirski. Its home page will be headlined “The True American” and each component of the line, still dominated by jeans and denim sportswear, will fit into one of the four archetypes. Otherwise black and white, the imagery features subtle spot coloring, as one might expect, in red, white and blue.

"ModCo Creative, the firm’s new agency, handled the multiplatform marketing campaign, which includes streamlined browsing and navigational features on the Web site and, next month, an inaugural foray into digital advertising with nytimes.com."

Check out the full story here.

01.11.2012

Wedding Fever

Vera Wang's latest campaign has been garnering all sorts of glowing reviews since it dropped, but we were especially pleased to see it mentioned by The Huffington Post this morning. To quote the story, "January isn't really marrying season, nor are there any major weddings, royal or otherwise, coming down the pike. Yet we are totally in a wedding kind of mood from Vera Wang's latest campaign." (The beautiful photos, shot by Carter Smith and featuring Shu Pei, have us feeling the same way.) Nothing excites us more than seeing our favorite clients in the press! Check out the full article here.

12.16.2011

Fit to Print

We were delighted when we opened this Thursday’s Wall Street Journal and found a lengthy article about one of our favorite clients. Vera Wang has once again proven herself the chameleon, branching out from her lauded bridal designs to delve further into the world of ready-to-wear. She will be launching a line of rental tuxedos for Men’s Wearhouse and a line for teens called “Princess.” MODCo loves seeing the growing sucess of our clients, click here to read the full article.

10.20.2011

Breaking Tradition

Vera Wang proves once again that she is anything but boring. Just this week, she shocked the bridal fashion world by sending black, yes black, wedding dresses down the runway. Models were styled more like vampires than blushing brides, with center parts and ghostly pale skin, and dresses were of only two hues – black and nude. If this becomes a new trend, will it still be a faux pas to wear white to a wedding? Read more about the collection here.

10.19.2011

And the award goes to...

This past weekend proved to be a pivotal one for one of MODCo's favorites, Lisa Immordino Vreeland and her film, Diana Vreeland: The Eye Has to Travel. Immordino Vreeland, a first time director, snagged a highly coveted Silver Hugo award — the first of many, we're sure of it! Read what the critics have to say and be sure to check out the website, and MODCo joint, DianaVreeland.com

10.18.2011

The Art of Fashion

After the whirlwind success of Alexander McQueen: Savage Beauty, the Metropolitan Museum's Costume Institute has confirmed that next year's exhibit will feature the work of the late Elsa Schiaparelli and Miuccia Prada. Baz Luhrmann is rumoured to be consulting on the exhibit, and Vogue darling/star of his upcoming film, The Great Gatsby, Carey Mulligan has been signed on to co-chair the Gala. The exhibit will feature 80 designs from both designers – 1920s-1950s Schiaparelli and 1980s-present day Prada.

10.17.2011

Art Agenda - Guggenheim

The Guggenheim continues its ongoing series, Intervals, with Brooklyn-based artist Nicola Lopez’s “Landscape X”, a site-specific installation in the museum’s rotunda. On display until the 25^th, the work, which employs chain link fencing, orange mesh and painting, plays homage to the building’s architecture as well as the viewer’s relation to both positive and negative space. Lopez will be participating in a discussion about the work and her process tomorrow night at 6:30. For more information, click here.

10.15.2011

J'adore Dior

Christian Dior unveiled its new and improved website this week with fashion and beauty categories together at last. A year in the making, the site combines mixed media, 3D product details and video to make for a one-of-a-kind digital experience. Read more about it or see for yourself what all the fuss is about at Dior.com.

10.14.2011

Art Agenda - NYC

For a limited time the Whitney Museum of American Art is exhibiting one of Roy Lichtenstein’s scarcely-seen works, Three Landscapes. Last on view at the Los Angeles County Museum in 1971, the triple screen film installation has been newly restored and is a great testament to “Lichtenstein’s experimentation with form and his fascination with cinema.” The show will be up through February 12, 2012.

10.13.2011

Nice day for a white wedding

Steven Webster brings a bit of Goth to the big day with his new bridal jewelry collection. Combining romance & rock 'n' roll, Webster’s line will include engagement rings, wedding band and earrings using rare and responsibly-sourced diamonds. The collection is available exclusively at London’s Mayfair flagship location.

10.12.2011

Art Agenda - Dumbo

Tonight is the debut of Karen O’s rock opera, “Stop The Virgens,” at St. Ann’s Warehouse in Dumbo. The show, slated to run til the 22nd, is a collaboration between the Yeah Yeah Yeah’s singer, director Adam Rapp and the Creators Project — most recently the group behind a light-and-sound installation at Coachella. With Karen O at its center, the opera is bound to be performance theater at its best.

10.11.2011

Opulent Open House

Next weekend, luxury group LVMH will open its doors for Journée Particulières — an event during which the public can visit 25 of its foremost heritage sites, workshops and salons, many for the first time. Highlights include the unprecedented chance to see the haute couture salons of Christian Dior in Paris; a walking tour of Moët & Chandon’s cellars in Champagne; and access to Louis Vuitton’s family home outside Paris, Emilio Pucci’s villa in Tuscany and Fendi’s workshops in Rome. Read the full write-up here.