Last night’s event celebrating Esprit’s new holiday collection was chockfull of surprises. For starters, the latest campaign images were revealed, and they feature not one but two in-demand models: Erin Wasson and Giselle Bundchen. This was a calculated move for the brand, as both women represent the evolution of their shopper. “Everyone has warm feelings about Esprit and remembers us as a free-spirited, colorful brand,” notes Christine Miller, VP of Marketing and PR at Esprit US Retail. “Our woman probably wore Esprit during that time, and may even have a special connection with our pieces. And since the Esprit girl has outgrown her classic rainbow-colored logo sweatshirt, we’ve grown with her.”
Campaign images of Erin Wasson and an older male model, which, Miller explains, is the “mature, experienced, and distinguished guy the brand’s new cool girl would go for.”
Another twist in the debut was the new collection’s colors. Rather than repeat the brand’s expected pop color story, Esprit went for a more sophisticated color palette to match the lifestyle of the “30 Forever” woman – their ideal customer. “Our target age range is 28 to 34, but we believe our woman is eternally 30-years-old and lives in that state of mind, regardless of her actual age. Previously, the various divisions of our brand represented different women at different stages in life,” explains Miller. “Moving forward, our brand direction will be consistent with one Esprit woman to provide specific wardrobing solutions for her life.”
The brand’s latest knit offerings include loads of neutrals, greys, and other smart hues.
A new sartorial attitude isn’t all that Esprit has up their progressive sleeves. They’ve recently partnered with the Royal College of Art in London to select a handful of young designers to craft custom designs using merino wool from Esprit’s sheep farm in Australia (yes, they own a sheep farm). The designs will debut during London Fashion Week this September. Making big moves!