NEW YORK, Aug. 15, 2011 /PRNewswire/ -- Under the direction
of Founder and Chief Creative Officer Kenneth Cole, for nearly 30 years the brand has
made a statement through its iconic, provocative voice. This
September, with the launch of a new, interactive digital platform
("WHERE DO YOU STAND?"), the company will return to what it does
best: sparking a dialogue about important social issues, and
encouraging individuals to get involved. The platform, which
is the start of a larger ongoing initiative, will function as a
virtual community hub for discussion and debate, and will launch
with four of today's most relevant social issues: Marriage
Equality, Gun Control, A Woman's Right
To Choose, and War.
Understanding the growing role that social media plays in
focusing global attention on important social issues, and rallying
communities around these causes, for the very first time, the
company will use a vanity URL on its campaign images as a call
to action. Consumers will be encouraged to visit
WhereDoYouStand.com to weigh in on specific questions about the
social issues featured in the campaign. Once there, they will
be able to participate in varying degrees of online debate using
Facebook and Twitter. In keeping with the company's heritage,
four short films bringing the issues to life will be featured on
the site, as well as a video of Kenneth
Cole detailing his motivation and inspiration for the
campaign.
Consumers who prefer their fashion with a little less social
commentary will have the option of visiting "What You Stand In," an
area of the site where they will be able watch a series of
shop-able style guide videos hosted by editors from GQ and
Vogue TV. The videos will feature specific men's and women's
trends styled by the two editors, and then consumers will be asked
to vote and comment on which looks they like best, and on
what Fall trends they prefer.
"Over the years I've used my brand platform to raise awareness
about vital social issues to remind people that it's not just what
they look like on the outside, but who they are on the inside; and
not just what they stand in, but what they stand for," says
Kenneth Cole. "When I first
started out, the means of communicating we have today didn't exist.
So in this new age of social media, I wanted to use this
campaign to re-energize a debate with customers and like minded
individuals around certain provocative, and at the same time,
defining social issues."
The campaign, which was shot for the fourth consecutive season
by Oscar nominated film director, Sean
Ellis, was photographed on location in New York City and will feature super model
Angela Lindvhal and Casey Taylor.
In order to emphasize the importance of the social issues
depicted in the campaign, the imagery has been shot in black and
white against an architectural environment. The campaign,
which will debut in September issues, will also include wild
postings throughout New York,
San Francisco, Los Angeles, and Miami.
To see more on the campaign visit WhereDoYouStand.com.
About Kenneth Cole Productions, Inc.:
Kenneth Cole Productions, Inc. designs, sources and markets a
broad range of footwear, handbags, apparel and accessories under
the brand names Kenneth Cole New York, Kenneth Cole Reaction,
Unlisted and Le Tigre, as well as
footwear under the proprietary trademark Gentle Souls. The Company
has also granted a wide variety of third party licenses for the
production of men's, women's and children's apparel as well as
fragrances, watches, jewelry, eyewear and several other accessory
categories. The Company's products are distributed through
department stores, better specialty stores, company-owned retail
stores and its e-commerce website. Further information can be found
at http://www.kennethcole.com.
SOURCE Kenneth Cole Productions, Inc.