International pop star, Carly Rae Jepsen, is adding an invigorating shot of youth and energy to the Candie’s shoe brand, and she’s doing it her way. As the fresh face of Candie’s new Spring 2013 campaign, Jepsen decided that instead of rolling out traditional photographs from a professional, she would take the pictures herself using a photo booth.
In an age where everyone with a smart phone fancies themselves a photographer, this is yet another way for the brand to market itself as relevant to the modern generation. Dari Marder, chief marketing officer, of Iconix Brand Group which owns Candie’s, confirmed this tactic stating, “Carly is a pop culture phenomenon and our Candie’s customers feels like she’s their best friend. She’s relatable, but her lifestyle is completely aspirational to them. This junior customer is also obsessed with Instagram, so we loved the idea of letting Carly go wild and shoot her own pictures in a photo booth we had on set.”
This places Jepsen alongside past brand ambassadors such as Britney Spears, Vanessa Hudgens, Fergie, and Jenny McCarthy. “I feel very honored to be the next Candie’s girl,” Jepsen said of her experience. “It’s a dream come true to be in the company of such amazing women! The photo-shoot was really fun because it was so different- I’m actually the photographer as well and can’t wait to share it with my fans!” You can find all the Candie’s products exclusively at Khol’s stores.
If anyone can give the Candie’s name a renewed sense of importance, it is certainly the Grammy-nominated Jepsen. Take a look back at LATF The Magazine’s September cover story and exclusive interview with the reigning pop princess here.
By: D.D.
