The spring campaign for Candie's featuring singer Britney Spears was shot by three famous photographers, including Annie Leibovitz.
The effort for the junior brand, which is exclusively available at Kohl's department stores and Kohls.com, is titled "Britney Spears Through The Lens." Leibovitz, Mark Seliger and Terry Richardson shot Spears at Paramount Studios in Hollywood late last year.
The campaign, a series of photographs of Spears as seen through the lens of each photographer, will debut with a four-page insert in the April issue of Seventeen Magazine as well as online at candies.com and Kohls.com. Outdoor billboards, in-store, circulars, online and direct mail are also planned.
Leibovitz's photograph features Spears against an industrial backdrop. Richardson photographed her on a plain white set with colorful props, while Seliger created elaborate sets. Seliger's first set was a French burlesque-inspired pink dressing room and the second was a custom-designed pink Harley-Davidson motorcycle against a perfect blue sky and green grass background.
The campaign was created by the Iconix in-house marketing team. Iconix renewed its relationship with Spears last month for the duration of 2010. Past Candie's spokespeople include Fergie, Hilary Duff, Jenny McCarthy and the Dixie Chicks.
"The new Candie's spring advertising campaign is innovative, authentic and provides a unique brand expression in the marketplace," says Julie Gardner, executive vice president and chief marketing officer at Menomonee Falls, Wis.-based Kohl's, in a release.