Online fashion platform Lyst, which has the same backers as Spotify, Facebook and LVMH, launches a provocative debut ad campaign today and is breaking with fashion convention by using data to inspire its creative work.
Lyst will also announce today a new chief marketing officer, Christian Woolfenden, who gained a reputation as "chief mischief officer" at controversial U.K.bookmaker Paddy Power.
The first advertising from the five-year-old company – which is based in the U.K. but does 70% of its business in the U.S. – is by Anomaly London, and features glossy pictures next to controversial lines like, "Drop More Acid," "Get A Wax," and "On Your Knees, New York."
The twist is that the words refer not to banned substances, personal grooming, or sex acts – but to the clothes and the buying patterns around them. Each image is accompanied by snippets of data that Lyst is constantly collecting and updating.
Examples include, "Londoners outshopping New Yorkers on acid washed denim by 3-to-1," or "New Yorkers are buying five times more over-the-knee boots than ankle boots."
Chris Morton, CEO and founder of Lyst, said, "Our product is not conventional. We wanted beautiful images, but with an unusual, resonant take on fashion."