Candie’s unveiled today its spring ’17 marketing campaign and the latest collection inspired by Candie’s Creative Director, Modern Family actress Sarah Hyland, who worked in collaboration with the brand’s product development team on the line and campaign.
The spring season marks the first time Hyland’s distinct style – eclectic, yet polished – was infused into the designs, which will be available to her fans at Kohl’s stores across the nation.
“For my first season in full force as Candie’s Creative Director, I wanted the campaign and the collection to represent both my personal style and inspirations and to ensure that the product incorporated small details that are important to the Candie’s girl,” said Hyland.
Hyland spent months meeting with the Candie’s design team to mark up trend boards, review sketches, choose fabrics, patterns and samples and bring to life an elevated and playful collection. The team settled on a collection that incorporates the Candie’s iconic chevron print, spring florals, lace and jacquard knits, as well as a palette of olive greens mixed back to heathered neutrals, dusty pink and mellow yellow.
“A special piece for me in the Candie’s spring line that fans will see in the campaign is a pair of embroidered denim with a hummingbird design,” said Hyland. “I have a hummingbird tattoo that represents a time in my life when I stood up for myself and became a woman; it was very important to me to communicate that sense of empowerment through the clothes so every girl can share that feeling,” continued Hyland.
Hyland’s role as Creative Director didn’t stop there, she also had a hand in developing the mood and inspiration of the creative, influenced by her travels and the objects, people and places that inspire her, also styling key looks.
The spring campaign was brought to life by famed fashion photographer Ellen von Unwerth at a seaside villa selected by Hyland in Santa Monica. Rich colors and textures from the mosaic walls to the clear blue ocean translate Hyland’s inspirations for the collection and campaign that stem from her travels into beautiful and bright imagery. Pieces influenced by Hyland in the campaign include a denim jumper and 70’s inspired chevron top, a reversible floral bomber jacket, embroidered denim and a pinstripe blouse. Her dog Barkley, shown alongside Hyland in the fall ’16 campaign, is even represented in a package of pins that comes with the denim jumper.
“Sarah authentically brings to life the playful aesthetic that is the Candie’s DNA and has worked with the design team to ensure the brand continues to evolve with elevated product that matches the needs of our consumer, the young career woman who is inspired and driven, but never forgets to have fun,” said Katie Reeves, Vice President of Women’s Brand Management at Iconix Brand Group.
After all of the work and preparation, the mood on set was full of Sarah’s trademark upbeat energy and positive vibes, as she was spotted shimmying up a large tree, which she was later asked to climb, and taking selfies in a flowing floral maxi as she joked around with stylist and friend, Brad Goreski.
The Candie’s collection includes junior apparel, footwear, handbags, eyewear and accessories. Candie’s is available at Kohl’s stores nationwide as well as online at Kohls.com.
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