INTERMIX LAUNCHES FIRST AD CAMPAIGN

Fashion News

July 01, 2009

The beloved 15 year old brand tackles its image

You’d be hard pressed to find anyone in the fashion industry that isn’t a fan of Intermix. The 15-year-old brand has built a mini empire of chic boutiques catering to a discerning clientele (collections one can expect to find in any Intermix include Stella McCartney, Elizabeth and James, Herve Leger, Balmain, J Brand, ALC by Andrea Lieberman, Chloe, and Yigal Azrouel). Now, the fashion retailer will be launching their first-ever ad campaign in early July. The campaign is the first attempt at Intermix tackling an evolution of their brand image.

The campaign was designed by the New York-based Creative Agency Orphan, who brought in the talents of progressive artist Matt Sohl and photographer Butch Hogan to create a series of images.

In a press release, Intermix’s chief executive officer Khajak Keledjian said that Intermix wanted the ad campaign to be “a perfect marriage between art and fashion, uptown with downtown. The concept was really based on having classic and elegant black and white photography with a touch of watercolor graffiti to bring the edge in.”

Given the economy, Intermix felt that their branded needed to evolve and embrace a new inspired image. Per Keledjian, “using a young, creative design firm to conceptualize the campaign keeps the Intermix tradition alive of nurturing young talent, just like we do with our designers. This is a great time to work with ambitious and talented people who understand how quickly the world is changing.”