"Glee" actress and singer Lea Michele will appear in Candie's, "Only at Kohl's" Spring 2012 multi-media marketing campaign.
Best known for her role as Rachel Berry on the Golden Globe Award winning TV series, Michele will star in the fashion brand’s national print, online, outdoor and in-store marketing campaign. Iconix Brand Group’s Candie's is sold exclusively at Kohl's Department Stores nationwide and Kohls.com.
The campaign titled, "Hangin' At Home" features the actress in the kitchen, lounging by the pool and being playful in her bedroom. The creative gives consumers a behind-the-scenes look at Michele’s everyday life at home.
"Everyone is obsessed with 'Glee,' especially Lea Michele and so are we,” said Dari Marder, chief marketing officer, New York-based Iconix Brand Group, in a release.
The multi-media campaign will debut in March issues of fashion and lifestyle magazines including Seventeen, Teen Vogue and Cosmopolitan, as well as online, outdoor and in Kohl's marketing vehicles. Teen Vogue is promoting a behind-the-scenes sneak peak at the campaign on its Twitter feed and Candie’s and Michele are also tweeting about the relationship.
The actress will resonate with Kohl’s young shoppers, said Julie Gardner, executive vice president and chief marketing officer at Menomonee Falls, Wis.-based Kohl’s, in a release. "Lea Michele is a recognizable star and relevant in today's pop culture,” she adds.
The campaign creative was developed by Iconix in-house marketing team and photographed at a private residence in Beverly Hills, Calif. by fashion photographer Yu Tsai.
Michele joins the list of famous Candie's spokespeople including "High School Musical" actress Vanessa Hudgens, Britney Spears, Hillary Duff, Jenny McCarthy, the Dixie Chicks and Fergie.
Spears was the face of Candie's for two consecutive years before the Hudgens ads debuted last March."Britney Spears is definitely my favorite past Candie's girl, her campaigns were gorgeous,” said Michele in a release.