UK's Lyst launches first ad campaign
Lyst, the fashion e-tailer that launched in London in 2010, has released a brand advertising campaign for the first time.
The company describes the campaign as "a bold, irreverent take on 'conventional' fashion advertising." It features humorous taglines like "Drop More Acid", which references the fact that Londoners outspend New Yorkers when it comes to buying acid washed denim by 3 to 1, perhaps an indication of how their fashion style is less polished than that of New Yorkers. Other taglines include "Get High" and "On Your Knees New York."
The ads were shot by British photographer Charlotte Wales, who has created editorial work for POP, Dazed & Confused and Vogue. Lyst's campaign was executed together with creative agency Anomaly, and will appear for a month across a variety of media in London and NYC.
Chris Morton, CEO & co-founder, Lyst, said: “Our success to date has been driven by marrying insights from data science with the emotional nature of fashion. The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behavior. As a challenger brand we wanted to ensure our marketing was as disruptive as our product.”
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