I’m so excited to announce, and personally very impressed with, the new Woolworths RE: campaign, with its new look and heaps of attitude. What a way to re-introduce Woolworths Wednesdays! A fashion packed start indeed!
Why reinvent an already successful brand? Explains Woolworths Group Marketing Director, Charmaine Huet, “The RE: brand has been incredibly successful since its introduction a few years ago. We believe there is great opportunity now to take it to the next level with a new, edgier attitude and styling that will appeal to a savvy, young, urban South African looking for on-trend design and authenticity as well as an affordable price.”
Denim, of course, is the basis for this lifestyle brand, though the ranges have been expanded to include tops, jackets and accessories for both men and women. Take a look at the exciting new campaign below with an international look and feel, starring model, actress and singer, Zoe Kravitz, who I got to interview at the shoot – see some behind the scenes pics.
Above, the set and props and below some of the fabulous denim you can expect.
Check out some more behind the scenes and interviews in this cool video.
And drum roll please…. the stunning new campaign pics below:
See what Zoe has to say about the campaign, her career and dreams:
Although Zoe is a lady of many talents, she explains to me how acting is her passion with the new Xmen Movie being one of her career highlights. Zoe sees fashion as a fun way to express herself. Although invited to many a front row catwalk show, she loves exploring vintage stores and markets – not taking fashion TOO seriously. Although, Zoe to me seems bit of a natural in that department. On asking Zoe what we can find in her beauty bag, she says she loves the all natural and organic Goddess of Skin products, by Dale Breault , Dr Hauschka Lip Balm and Eye Cream (Available at Woolworths) and loves Coconut oil for her body. You can catch her listening to Jimmy Hendrix, Little Dragon, James Blake and Neil Young on her Ipod while dreaming her not-so-far-away-big-dreams of more travel, creating more music and going into directing.
I asked Zoe why she decided to partake in the RE: campaign and what she thought of the experience. Zoe was excited by this new adventure, not having been to South Africa, she did her homework and thought the campaign looked cool! Yay, go Woolies! And loved the experience working with both local and international talent.
Zoe, ah, a girl after my own heart – on asking her what her tip is for aspiring young models, actresses and musicians, she mentions “Celeb Monster” – don’t do it for them fame, but the PASSION.
Woolworths RE: jeanswear for summer 2011 will be available at most Woolworths stores countrywide from 24 August. I can’t wait to get shopping!
