Wondering what some of the country’s biggest fashion brands have planned for upcoming advertising campaigns? This edition, Assia Benmedjdoub asks high street label Wish about its decision to recruit Dakota Johnson – daughter of Melanie Griffith and Don Johnson – as the face of its next seasonal womenswear collection.
When will Wish’s new campaign featuring Dakota Johnson be released to market?
The campaign will be released through magazines mid-April (May issues of long-lead monthly titles) and will continue through June and July issues.
What’s the concept behind the campaign?
By using a Hollywood talent like Dakota Johnson we are positioning our brand as an international label, which is appropriate because in the past 24 months we’ve established extremely strong distribution in our overseas markets. In the USA we now have over 100 stockists, so we’re delighted to be featuring an American star. Our campaigns have always featured amazing models including Abbey Lee (who now works with Gucci and Chanel) and Lara Stone, who was our model in the early days and is now featured on Vogue covers all over the world. The feel of the latest campaign is very minimalist with sharp architectural lines; we are shooting a high-style modern look that represents our fashion-forward consumer.
How is this different to previous campaigns?
This is most intense campaign we’ve ever done. By keeping the location very pure and minimalist, the focus is on the fashion and this particular collection is highly directional. Wish continues to gain strength with an exceptional design team who are very focused on trend forecasting and producing beautiful, inspirational fashion. We try to create shoots that are exactly what our consumer aspires to. With the rise of celebrity addiction, we know the Wish girl has dreams full of Hollywood stardom. We have created a shoot where her wishes have come true.
What platforms will the campaign be featured across?
Wish supports our retailers with a massive advertising campaign which rolls out across print media, billboards, buses and online. Our stockists receive free point-of-sale materials which feature the same images as the advertising campaign and are highly effective at driving consumers directly to our wholesale customers’ stores. All of our advertising links back to our website, meaning we have exceptional website traffic. One of the most popular features of our site is the function whereby a consumer can search for the nearest stockist of their favourite style. Our focus is always to drive sales for our wholesale customers.
Who were the key people involved in developing the campaign?
Wish brand manager Jay Lewis created the concept of the campaign and executed all the art direction. Lewis had a very clear vision of the look and feel he wanted. He worked with Rosemary Hamilton of Medusa Concepts and her team to find the international talent and location to bring his vision to reality. Hamilton scoured the world for the model who perfectly encapsulated the ‘Wish’ girl, considering talent from Europe and the US as well as local stars before choosing Dakota as the girl who perfectly represents the spirit of a ‘rising star’. Lewis and Hamilton directed a large team of dedicated professionals on every shoot. With expert creative artists working together, we have a brilliant energy and inspirational vision.
Who shot the campaign?
Nick Leary is one of Australia’s leading fashion photographers. Leary has been shooting with Wish for a number of years – in fact, this is the seventh campaign they have worked on together.
What can we expect in terms of future campaigns from Wish?
Wish realises that to be a highly successful label, it is essential that all the key elements are in place – design, manufacturing and logistics. To remain ahead of our competitors, our marketing must be of a truly exceptional standard. We are highly committed to producing campaigns which, every season, are ahead of other labels in our market.