FORT MYERS, Fla., Aug. 27, 2020 /PRNewswire/ -- Chico's FAS'
(NYSE: CHS) specialty retailer, White House Black Market® (WHBM)
embraces creativity amid social distancing guidelines for its
latest Fall campaign.
"In the midst of the pandemic, we had to think differently, get
resourceful and work in new ways," says Kimberly Grabel, Senior Vice President of
Marketing. "Using a fashion photographer and his wife as our
campaign model, we shipped the Fall collection to the South Shore
of Long Island, NY to be photographed as we art directed,
virtually."
The campaign was shot by fashion photographer Victor Demarchelier. His wife, model Heloise
Guerin posed for the brand's Fall catalogue at their home in
New York.
White House Black Market inspires women to own their power and
femininity with fashion's most iconic contrast – white + black. The
natural contradiction of the signature colors inspires everything,
giving the customer iconic looks that are feminine yet strong,
sensual yet sophisticated and attractive yet approachable.
"The pandemic accelerated the direction we were already headed,"
states Grabel. "We have been working on these contrasting ideas
since the back half of 2019. Our latest collection makes nod to the
modern way of dressing, naturally blending our career and personal
lives, giving the customer looks that are versatile for her current
lifestyle."
Contradictions not only inspired the new campaign, but perfectly
reflect the new Fall collection. It highlights denim and couture,
featuring styles with the same level of detail seen in custom-made
runway pieces with premium fabrics and trend-right washes, and
fierce and feminine styles showcasing the contrast between utility
and floral designs, allowing the customer to embrace both sides of
her personality.
"As part of the new brand direction, we have updated our logo to
emphasize the heroic initials of our brand name," says Amy Sears, Creative Director. "The foreground
and background elements reflect the iconic contrasts between white
and black. We also weaved in the + symbol throughout our visuals to
simply and elegantly own our contradictions."
"As we continue to practice social distancing, we infuse
diversity in shape, size and ethnicity by utilizing a variety of
women who work at White House Black Market," Grabel continued.
"This campaign introduces our 'Style All Your Own' component, where
we will continue to highlight women and their personal style
throughout each seasonal campaign."
White House Black Market is also encouraging customers to share
their own style on social media using #WHBMStyle for the chance to
be featured in the user generated content gallery on whbm.com.
To learn more, visit whbm.com.
About White House Black Market
Over 35 years ago,
White House Black Market began as a Baltimore, Maryland, boutique built on the
foundation of fashion's most iconic contrast —white + black. The
natural contradiction of the signature colors inspires everything,
giving the customer iconic looks that empower her to embrace her
complexity. Now, there are over 350 White House Black Market
boutiques and outlets that offer private appointments and curbside
pickup, a monthly catalogue and 24/7 shopping at whbm.com.
About Chico's FAS, Inc.
Chico's FAS is a Florida-based fashion company founded in 1983
on Sanibel Island, Fla. The Company reinvented the fashion retail
experience by creating fashion communities anchored by service,
which put the customer at the center of everything we do. As one of
the leading fashion retailers in North
America, Chico's FAS is a company of three unique brands –
Chico's, White House Black Market and Soma – each thriving in their
own white space, founded by women, led by women, providing
solutions that millions of women say give them confidence and
joy.
Our Company has a passion for fashion, and each day, we provide
clothing, shoes and accessories, intimate apparel and expert
styling in our brick-and-mortar boutiques, digital online boutiques
and through Style Connect, the Company's proprietary digital
styling tool that enables customers to conveniently shop wherever,
whenever and however they prefer.
As of February 1, 2020, the
Company operated 1,341 stores in the U.S. and Canada and sold merchandise through 70
international franchise locations in Mexico and 2 domestic franchise airport
locations. The Company's merchandise also is available at
www.chicos.com, www.chicosofftherack.com, www.whbm.com,
www.soma.com and www.mytelltale.com.
To learn more about Chico's FAS, visit www.chicosfas.com.
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SOURCE Chico's FAS, Inc.