Banana Republic has launched its new spring campaign, "True Outfitters," and will present a live webcast from the red carpet at the Academy Awards on March 2. The series will be hosted by YouTube star iJustine on Banana Republic's YouTube channel and Website.
The True Outfitters campaign was developed by the Laird+Partners agency, and features real-life couples and families. Among the couples are the interior designer-turned-celebrity Nate Berkus and his fiancé, Jeremiah Brent, who is also an interior designer. The same-sex couple was chosen by the retailer "to reflect our world and how we live in a true, genuine way," Trey Laird, chief creative officer at Laird & Partners told The New York Times.
The True Outfitters campaign will appear in March and April publications, supplemented by outdoor, online and direct mail.
Banana Republic's creative YouTube partnership follows other innovative efforts by retailers to reach consumers via social media. Sephora recently revealed that it would be creating its own social media Website, Beauty Board, which will have a photo gallery feel, similar to Pinterest and Tumblr. Macy's (NYSE: M) also recently partnered with YouTube fashion network StyleHaul and four online personalities to launch a series of videos promoting its merchandise.
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