Swaay.com interviewed Leslie Hall, the president of ICED Media who created Reese’s Elizabeth Arden advertising campaign – in the interview, she talked about why and how they got Reese involved in this campaign, and what the thinking behind the campaign is:
Reese Witherspoon’s Latest Collaboration Aims To Capture The Millennial Imagination
Brands working with celebrities is nothing new. Brands using their platforms to tell a story has been done too. And while merging the two is just the natural progression—it’s never been done quite the way that Elizabeth Arden and Reese Witherspoon are collaborating. Tapped as the legendary beauty brand’s “Storyteller-in-Chief,” Reese isn’t just sharing the inspirational story of Elizabeth Arden’s impact to a new generation. She’s also weaving it together with her own narrative and backstory.
Being that Elizabeth Arden is a brand that’s over 100 years old and was likely loved and respected by your grandmother, this is new territory as they attempt to reach out to a younger yet equally empowered generation of women. Just like Elizabeth Arden never followed the rules, this campaign isn’t being launched by checking off the boxes of what should be done or what’s expected. Instead, ICED Media, the agency behind it all is breathing fresh life into the traditional marketing campaign.
Sitting down with ICED Media’s president, Leslie Hall, we went deep into how this campaign was conceived and the new approach they’re taking to truly stand out in the crowded market of inspiring and empowering women.
How did this idea to bring on a storyteller-in-chief originate?
There was this tension that on the one hand, there were a lot of brands talking about powerful women. It was a little bit of a crowded conversation. On the other hand, here’s Elizabeth Arden, a brand with one of the most palpable justifications to be part of that conversation but it just wasn’t right. It was a delicate dance. How do you tell your story in a way that you know will resonate, especially at a time when it’s needed, without feeling like you’re a ‘me, too?’ And, when [ICED Media] first started on this journey with Elizabeth Arden, the thought of working with Reese didn’t even exist. We had an opportunity to do it in a bit more of a quiet way.Continue reading this entry »
Reese will be making an appearance this coming Thursday to talk about the success of Draper James. Unfortunately the free event has sold out already! We will bring you photos and coverage when they become available…
SCAD In Conversation with Reese Witherspoon & Draper James
Join SCAD in Conversation with Reese Witherspoon, who will recieve the prestigious SCAD Étoile in recognition of her celebrated lifestyle brand, Draper James, and her distinguished contributions to fashion, culture, and design. Created in tribute to her Southern heritage and her grandparents, Dorothea Draper and William James Witherspoon, Draper James is the epitome of contemporary, yet timeless, style.
Étoile – “star in the sky” in French – connotes brilliance, luminosity, and glamour. The SCAD Étoile is a trubute to the biggest and brightest stars of the fashion, style, and design realms, and recognizes trendsetting, innovative leaders for their monumental contributions. Witherspoon joins a highly acclaimed coterie of SCAD Étoile honorees, inclusing Jonathan Adler, Pierre Cardin, Cather Deneuve, Carolina Herrera, and David Yurman.
Date: November 30, 2017 2 P.M.
Location: 173 14th St. NE
Atlanta, GA 30309
GET TICKETS >>
SCAD Partners with Reese Witherspoon and Draper James to Design Capsule Collection
The Savannah College of Art and Design (SCAD) is partnering with Draper James, Reese Witherspoon’s fashion lifestyle brand, to design a limited edition capsule collection for the brand’s Spring line. Students from SCAD’s top-ranked fashion program will design a “Mommy + Me” capsule, which will debut at SCAD FASHWKND in May 2018. The SCAD collection will be available for purchase at draperjames.com.
“SCAD and Draper James belong together! I really admire the depth and breadth of Reese’s accomplishments in film and fashion. Her Draper James line is smart and chic, suffused with Southern charm — just like SCAD!” said SCAD president and founder Paula Wallace. “This partnership with Draper James is a dream for our students, who study within the world’s preeminent School of Fashion. Every day these SCAD students manifest their dreams, just as Reese has done with her elegant, up-for-any-occasion brand.”
The project joins students from SCAD degree programs in fashion, accessory design, graphic design, fashion marketing and management, and fibers with the brand’s top design leadership to develop a complete, market-ready collection. The collaboration will be unveiled at SCAD FASHWKND, the university’s annual fashion celebration, May 17-20, 2018. Hosted in Savannah and Atlanta, SCAD FASHWKND presents SCAD students’ senior fashion collections, mentored and juried by fashion industry designers and influencers, in a full professional production. In 2017, SCAD FASHWKND featured an immersive runway show at the SCAD Museum of Art in Savannah, tableaux vivant-style vignettes at 1600 Peachtree in Atlanta, and a Shop the Runway component of SCAD alumni work at both locations.
SCAD will also honor Witherspoon with the university’s prestigious SCAD Étoile award, presented in recognition of the brand’s unique contributions to fashion, culture, design and style, at SCADshow theater in Atlanta at an event on Nov. 30. Étoile, which means star in French, celebrates outstanding achievements in style and design. Witherspoon joins other fashion designers SCAD has honored, including David Yurman, Vivienne Westwood, Oscar de la Renta, Karl Lagerfeld, Tom Ford, Vera Wang, Diane von Furstenberg, and Carolina Herrera.
“I’m so incredibly honored to receive the SCAD Étoile award and thrilled to be partnering with such a gifted and respected institution. I founded Draper James in order to showcase the originality and beauty of the South, and I’m thrilled it resonates so well with the emerging talent SCAD is known for around the world,” said Witherspoon, the founder and creative director of Draper James.
SCAD is consistently ranked by Business of Fashion and Fashionista as a top fashion university, offering more than 200 courses focused on preparing students for professional careers in fashion industries. SCAD has pioneered programs in accessory design and luxury fashion management, and offers the largest fibers and jewelry degree programs in the U.S. SCAD fashion alumni work at globally renowned brands like Marc Jacobs, Ralph Lauren, Kate Spade, and Lanvin. In the past three years, SCAD students have won over 130 major fashion-related industry awards including consecutive Supima Design Competition grand prize awards, the CFDA Geoffrey Beene Design Award, and the International Design Awards Emerging Fashion Designer of the Year.Continue reading this entry »
As expected, a new trailer for Reese’s upcoming fantasy movie A Wrinkle In Time was premiered last night during the American Music Awards – this is the first full-length trailer for the film and shows us more about the story and the visuals of the film.
There’s also an official site for the film now at movies.disney.com/a-wrinkle-in-time.
A Wrinkle In Time is due to hits US cinemas on March 9th 2018.
A new trailer for A Wrinkle In Time will premiere during the broadcast of the American Music Awards in the US this coming Sunday. To tide us over until that day, Disney have released a new poster for the film that shows the main characters:
Reese and her Home Again co-star Jon Rudnitsky and director Hallie Meyers-Shyer made an appearance at Talks At Google last month to promote their movie. Here’s the video:
Zendaya To Star In ‘A White Lie,’ Pitch Package From Reese Witherspoon’s Hello Sunshine
The hot pitch package on the street is A White Lie, an adaptation of the Karin Tanabe novel The Gilded Years. The book is a psychological thriller built around the true story of Anita Hemmings, a light-skinned African-American woman. The daughter of a janitor, she passed as white so she could attend Vassar at the turn of the 20th century. Spider-Man: Homecoming star co-star Zendaya will play Hemmings. Monica Beletsky is writing the script, and Hello Sunshine’s Witherspoon and Lauren Neustadter are producing along with Zendaya.
The singer-turned-actress next will be seen co-starring in the Michael Gracie-directed The Greatest Showman, co-starring alongside Hugh Jackman. She will also reprise in the Spider-Man sequel opposite Tom Holland.
Zendaya is repped by CAA and Monster Talent; Withespoon is with CAA and LBI.
As part of our efforts to complete our photo collection, the Gallery was updated over the weekend with an additional 170+ HQ photos from the Mud Photocall at the 2012 Cannes Film Festival. Reese looked gorgeous and glowing in a simple black dress that showed off her growing baby (Tennessee) bump – I love her pink shoes and pretty hair & make-up too. Enjoy the new additions, and stay tuned for more….
• Cannes Film Festival – “Mud” Photocall x170+ more