ISKO™, the world’s leading premium denim fabric supplier, is collaborating with McGuire on a “guerilla” marketing campaign that will appear via poster in downtown Manhattan and parts of Brooklyn. The campaign, inspired by classic 60’s and 70’s film icons, is photographed by New York photographer Darren Keith and features model Olivia Frischer, known for her launch of Olive and Pearls, a recipe journal illustrating a modern approach to healthful and glamorous living. Dreamed up in New York and crafted entirely in Los Angeles, McGuire, launched for holiday in 2013, is an artisan denim collection created by designer Marianne McDonald.
“McGuire explores the idea of denim’s functionality, adding an element of sophistication and sexiness with the use of super soft denim, a leg lengthening silhouette, and the finest wash treatments in the world, all the while hinting at denim’s vintage origins,” says Marianne. “The image we selected for the poster is emblematic of the brand as it portrays a sexy and modern women, while bringing in elements of toughness and rock and roll.”
The collaboration between ISKO™ and McGuire is a natural one. “McGuire’s glamorous take on heritage denim is supported with ISKO™’s high performance REFORM™ stretch technology to provide ultimate shape retention and comfort for a sexy and sophisticated look. ISKO™ REFORM™ stretch is used in several McGuire styles from skinny to slim, to high rise pencil skirt, offering an exclusive stretch technology that enhances your shape, giving you your slimmest, smoothest, and sexiest appearance while maintaining a true, authentic denim look,” said Kutay Saritosun, senior marketing executive for ISKO™.
The campaign launches on September 10, 2014 and will last until September 24, 2014.