Candie’s and Sarah Hyland Unveil the Fall Campaign
CANDIE’S CREATIVE DIRECTOR SARAH HYLAND SPEAKS TO CONFIDENCE, INDIVIDUALITY AND THE IMPORTANCE OF PERSONAL STYLE IN HER BACK-TO-SCHOOL CAMPAIGN
“In my third season as Candie’s Creative Director, the brand has evolved so much, along with myself,” said Hyland. “We’ve been growing together, and it has been very important to me to work with the design team to make sure the product is fun, flirty and professional for the Candie’s girl, but also gives her the opportunity to find pieces that really stand out and speak to her as an individual from the assortment we’re putting out there, she continued.
The Candie’s back-to-school campaign highlights Sarah, with her new eye-catching blonde hair, at center stage bringing her fun-loving, hard-working and whimsical personality to life amidst the colorful backdrop of a unique Hollywood home. Shot by Liz von Hone, the campaign from Sarah’s fashion point of view is intended to inspire the Candie’s girl who is headed back-to-school, off to college or into her first job to embrace and exude what makes her tick and to stay true to her sense of style wherever she is.
“We finished filming season 8 of ‘Modern Family’ just before my Candie’s shoot, and I thought, I’m going to go blonde,” said Hyland. “People either love it or hate it, and I don’t care because this is the blondest I’ve ever been, and I’m really enjoying it, and it’s all about embracing how you feel and being fun and fearless in that.”
Hyland takes her fans on a delightful visual adventure, throwing jellybeans in the air in a cold shoulder dress, having a pillow-top pillow fight in sequin jeans, commanding the phone scene like a boss in her blazer, and reminding us of retro days in a sea of sweets and flowers in her favorite polka dot dress. Alongside the vibrant, confident imagery, Sarah’s style tips, overlaid on the imagery, offer fans her advice on wearing and pairing her signature looks and making them one’s own. One tip for Sarah’s self-proclaimed sequin “mermaid jean” is:
“Jeans are a wardrobe staple, but you need at least one statement pair! Try this fun sequined style to add some sparkle to your look!”
Commenting on the partnership, Iconix Brand Group’s Chief Marketing Officer Jamie Cygielman stated, “Sarah continues to grow tremendously in her role as the Candie’s Creative Director, and the Kohl’s shopper can expect to see product that reflects this evolution and is authentic to her personal style and carefree spirit.” “Sarah’s sense of confidence and commitment to use her platform as an actress and brand ambassador to empower young women everywhere as they head back-to-school or begin their careers is the perfect representation of Candie’s—serious, without taking oneself too seriously,” she continued.
The Candie’s back-to-school collection features signature pieces from Sarah that make a statement throughout the season with pretty details, high shine and metallics. The collection consists of off-the-shoulder styles, printed plaids and olive and cranberry reds, seen throughout the collection, in addition to of-the-moment tops, flirty dresses, polished separates and outfit completer pieces.
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. For exclusive behind the scenes photos and video please visit www.candies.com. To stay up to date with the latest news from Candie’s follow us at @CandiesBrand and become a fan of Candie’s on Facebook at www.facebook.com/Candies.