Client: Marithe + Francois Girbaud
Once a dominant player in the premium denim heirarchy, French brand Marithe + Francois Girbaud lost its foothold in the North American marketplace and was severely impaired by an absence of identity, resulting in a gross loss of connection with consumers.
Celebrated outsider youth photographer Ryan Mcginley was recruited to shoot the central campaign. Lauded for his ethereal depictions of youth spirit, his involvement and association with the campaign was a critical element in re-establishing credibility for the Marithe + Francois Girbaud name.
Le Jean De and Blender Magazine Gift House at South by Southwest: The venue served as a notable outpost for musicians and celebrities to pick up some Le Jean swag. (even rock stars love free clothes;-p)
In conjunction with affluential culture magazine Frank 151, a private VIP party was held at the showroom to connect the new denim brands (Le Jean De/Legend) with targeted boutique owners and buyers in New York City. The unique setting created an engaging environment for the receptive audience
Unveiling of the Leg End collection by Mr. Girbaud himself! Party held at the New Museum (with hypnotic ‘frozen jeans’ installation as a marquee display:-)
Creation of flagship showroom space; distinctive collection presentation for buyers
Le Jean De Runway show held at leading music industry networking event, Winter Music Conference in Miami
Le Jean De as headline sponsor for venerable Parisian Ete D’amour festival, brought to New York City for 17 consecutive summer Thursdays
Exclusive video interviews with attending Ete D’amour Djs for Le Jean web site
Da Blog - to promote the shows, post all the after party photos and talk about random, nonsensical fun stuff!
Project Vegas. Recreation of Parisian apartment at respected trade show, underscoring the brand lifestyle experience to heavyweight buyers
Recreated video lookbook on prime-time television show hosted by supermodels Tyson Beckford and Nikki Taylor. (Bravo TV Make Me a Supermodel)
The brand was re-introduced into the marketplace with an invigorated, modern, youthful spirit. Associations/collaborations with key social/media influencers resulted in not only reviving the brands image, but pushing it to the forefront of the premium denim market and establishing Le Jean De as a cultural lifestyle reference. PLUS! As a testament to the campaign’s impact, the French parent company bought back a majority stake from the US licensor, with an increase from 38% to 70%.
