text from http://www.vogue.co.uk/
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Blazer Glory
BANANA REPUBLIC have decided to tackle diminishing sales with a high
profile, celebrity filled ad campaign shot by Ellen Von Unwerth . The
ads, which the high street American retailer hopes will help
turnaround a failing sales trend which saw their mother company, Gap Inc,
report a 51 per cent drop in second-quarter earnings earlier this month,
will feature a diverse range of well-known models, including Sophie Dahl
and 70-year-old supermodel Carmen Dell'Orefice . And as well as the new
campaign, Banana Republic will be altering their fashion standard of
ribbed sweaters and stretch pants to appeal to a less exclusively youthful
style conglomerate, with the new collection made up of a sumptuous array
of tweeds, moleskin, corduroy and suede. And, we're told, the blazer is
going to be the next must-have item. "We believe very strongly in the
blazer this season because it allows us to express a grown-up sensibility
and illustrates the infinite ways in which it can be worn," says David
McLean, Banana Republic's creative director.
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