Chrissy Teigen was chosen as the new face of XOXO, taking the center stage in the brand’s national ad campaign appearing in print, digital, OOH and in-store starting this August. The ad campaign features still images as well as a the brand video developed by creative agency Work:Play Creative and photographed by Cathrine Westergaard at Milk Studios in our very own NYC.
The video goes behind the scenes of the Fall campaign shoot, where Chrissy’s famous spunk and persona truly shine. The video’s soundtrack will be set to the song “Melt” by Polish synthpop band Kamp! Since releasing their first international single in 2011, Kamp!’s popularity has quickly spread to international fame, playing at global events such as SXSW, Great Escape and Exit Festival. The band describes their music as “warm, layered production, hit flavored melodies, hazy melancholic vocals and balearic vibe.” – credit: Facebook.com
“I’ve been a longtime fan of XOXO, so when they approached me to be the face of their Fall campaign it seemed like a natural fit,” Chrissy explained on-set.
The Fall 2014 campaign is an evolution of the iconic “Hugs & Kisses XOXO” campaign which launched in the early 90’s, featuring supermodel Tyra Banks and has included legendary supermodels Christy Turlington (1996), Amber Valetta (1997), Claudia Schiffer (1998), Alessandra Ambrosio (2006), and Miranda Kerr (2009). Erin Heatherton (2013) and Lily Aldridge (2014) have also graced the campaign over the more recent years, establishing a long-standing tradition featuring fashions most famous faces.
With a reputation for making runway inspired designs affordable and accessible, XOXO continues to be the leading juniors brand for retailers. The national advertising campaign will launch in August in the September issues of Cosmopolitan and People StyleWatch. In addition, there will be digital, social and OOH advertising supporting the campaign. Behind-the-scenes video and additional creative will be available on the newly launched XOXO.com in late July.
XOXO is a contemporary fashion brand that features straight off-the-runway designs that are smart and sexy for the fashion-forward female. It’s a true quality “in-the-mix” lifestyle brand that embodies “on-trend style that finds the right balance of 9-5 career appeal and 6-9 sexiness.”
The almost 2 minute video-ad can be seen on the XOXO website.
