When True Religion set out to develop a new campaign to capture its focused, high-fashion, authentic and American point of view, they chose MODCo to deliver a result that would represent the brand’s spirit and work across all mediums. True Religion’s goal was clear: Focus the strategy and creative around the brand’s essence, but with a unique voice... all withing a ticking timeframe.
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The Vera team came to MODCo with an interesting challenge: they needed to create a comprehensive advertising campaign inclusive of not only their ready-to-wear collection, but also each of their licensees. The aesthetics of the campaign needed to be led by the ready-to-wear. The rub? Each category had to have its own clearly defined identity and voice, yet live together as a single communication effort – in many cases as a consecutively paged insert in print publications. Read more...
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When girl-about-town Tory Burch decided to launch her own line of clothing, she called upon MODCo to help her brand it up good and proper. From the original logo, collateral materials, color standards, packaging, and e-commerce website all the way through overseeing the design of her flagship boutique, MODCo worked with Tory to create it all – including designing the original proprietary textile patterns for her clothing. Read More...
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Each issue of the MODCo Book, we along side our special guest curator Marek Milewicz will select and present the work of unpublished photographers who we feel deserve
greater exposure in the industry. For consideration, please send a submission between the 1st & the 15th of each month to selects [at] modcocreative.com.
Submissions should include a bio and no more than five images in the categories of fashion, beauty, portraiture and still life. Photographers must not be represented by an agency and must not have been published before. Applicants grant MODCo and Marek & Associates to publish winning images online, in print and in associated promotional outlets.
Today marks a historical landmark of epic proportions. Obama is officially the first sitting president EVER to back same-sex marriage, saying in an interview with ABC's "Good Morning America, "At a certain point, I have just concluded that, for me personally, it is important for me to affirm that I think same-sex couples should be able to get married." The bar has been set, folks. Let's not forget this monumental day, and let's continue to evolve as a people and country that defines itself by freedom. — Ariane
It's so very exciting that a Pulitzer Prize was awarded to not one, but two digital publications this week — but before we get too excited, it appears our need for immediate gratification has weakened our interest in reading, or worse yet, writing good fiction or long form editorial. Strangely, there was no award given for fiction! Shame on all of us for failing to revere the written word as something to be lovingly protected even as we speed through our tech-y universe. Or to put it in the sadly succinct phrase more common to our times, :(. — Sara
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.
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.
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.
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.
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
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.
Ever wonder where Giselle gets her big sexy bombshell beach hair? Perfectly tousled and still not a strand out of place? Here’s a little secret for you: his name is Harry Josh and he’s not just a hair stylist, he’s an artist. He inspires awe in even the A-list crème de la crème – and lord knows they aren’t easy to impress.
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Most often clad in three-button suits and quiet in demeanor, David Mann is measured to say the least. As subtle as he appears, his work is anything but. His firm MR Architecture + Décor produces show-stopping spaces for fashion boutiques such as Dior and J. Mendel, residences both town and country, offices and hotels. Projects run the gamut in style and scope, from ground-up construction down to minute decorative details.
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