Provocative kick-off to Kenneth Cole anniversary
In a move that is bound to attract attention as it begins its 25th anniversary celebrations American footwear, handbag, and accessory company Kenneth Cole has launched a new spring 2008 fashion campaign which replaces stereotypical models with “unexpected people of substance” in an attempt to illustrate the diversity of society.
Comprising 11 photographs, each featuring the tagline, "We All Walk In Different Shoes", the campaign focuses on people who live in a non-uniform way either through choice or through circumstance such as paralympic athlete and president of the Women’s Sport Foundation Aimee Mullins; Israeli and Palestinian film directors Dror Shaul and Hany Abu-Assad; US Army officer Channing Moss, who was injured in the line of duty in Afghanistan; HIV Positive editor-in-chief of Poz magazine, Regan Hoffmann; and undocumented immigrant mother “Sonia”.
Commenting on the campaign Kyle Andrew, senior vice president, Marketing, said: "This campaign represents the re-launch of the Kenneth Cole New York brand, and a celebration of the brand's 25th anniversary. We're putting the focus on others like Kenneth who have lived their lives outside the norm, to show how important it is to give those that are different a voice. We're also showcasing our new product more than we have in the past, highlighting our new men's apparel as well as our women's shoes, bags and accessories. We are very excited about this new step forward for the brand."
