Fashion isn’t just about clothes; it can also be about lifestyle, and great design can be anywhere. Now, Brizo Faucet is launching the “By Brizo" campaign to spotlight fashion in unexpected places, particularly the bathroom and kitchen.
Developed by Young & Laramore (Y&L), the upscale faucet brand, owned by Masco's Delta Faucets, features print ads shot by fashion photographer Greg Lotus that showcase models wearing vintage Christian Dior, Antonio Bernardi, and Jasmine Di Milo glamorously placed alongside three Brizo fittings designs: the Sotria and Virage Bath Collections, and the Artesso Kitchen Collection.
"By Brizo is really about taking ownership of being a fashion brand," says Trevor Williams, Principal and Creative Director at Y&L. "Brizo creates designs with a clear point of view—that sculpture can be functional. And, just like a painter, sculptor or fashion designer signs their name, we’re signing ours. This is our vision of what a fashion-inspired lifestyle looks like."
Each ad in the campaign features a headline - including Streamlined by Brizo and Refined by Brizo - that is meant to illustrate both the inspiration behind the product itself, but the fact that each Brizo product is a work of art.
The ads appear in lifestyle and design magazines including Architectural Digest, Elle Decor, Bon Appetite, and Interior Design. The campaign will also offer a behind-the-scenes video on the making of the print ads that will run on Brizo social channels.
At the same time, fashion as the campaign's theme was selected due to its universal appeal. Fashion is an international language. As such, this campaign will help to support the global expansion for Brizo kitchen and bath products.
Y&L has worked with Brizo for 10 years. The agency originally introduced a complete rebranding of the brand back when it was called Delta Select. Then, Y&L was responsible for Brizo's complete overhaul from its DNA, packaging to its overall image.
One notable change was the target consumer. Previously, the primary target was the showroom reps—the people who sell the product. And while they are still a very integral part of the process, says Williams, today, the real target is the influencer: interior designers.
Still, Y&L has infused the brand with fashion from the start and previous collaborations have included projects with designer Jason Wu. "The brand has developed from fashion for the home—which was perceived as more "runway to home"—into a much bigger idea—fashion-inspired spaces," says Williams. "Brizo is a luxury fittings brand for people who understand that fashion isn’t just about the clothes they wear—but their entire lifestyle."