IT'S ALL IN THE JUXTAPOSITION

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Weiss, Whitten,

Stagliano,

New York

Escada's Apriori

Marty Weiss, Creative Director

Nat Whitten, Creative Director

Ellen Steinberg, Art Director

Danielle Flagg, Art Director

Barton Landsman, Copywriter

David Statman, Copywriter

Ernest Lupinacci, Copywriter

Guzman, Photographer

Torkil Gudnason, Photographer

Fidgeting with objects on a table at a New York coffee shop gave the creative team at Weiss, Whitten, Stagliano the strategy for Escada's Apriori apparel line.

The marketer of bridge clothing-fashionable sportswear that's less expensive than designer lines-craved a different look to cut through the competitive likes of Calvin Klein, DKNY and Emmanuel.

So the German company that normally uses German shops came to Weiss, and different is what it got.

Spreads juxtaposed striped bodysuit with a Slinky toy; the weave of a sweater with a handful of potato chips; an old lamp shade with a flared pleated skirt; a stack of poker chips with a wool poncho.

"We had to catch the imagination of the consumer," says Jane Gundell, director of client services. "People are sick of seeing beautiful models in beautiful clothes."

"Each idea got better in the execution because Escada gave us the freedom to work with the photographers and create the feel and image

we wanted," says Ms. Gundell.

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