Canada’s Holt Renfrew, which this year celebrates 180 years in business, is seeking to tap different sensibilities. The spring ad campaign features veteran models Liya Kebede, who is 38, and Carolyn Murphy, 42, and for the first time, the luxury store is advertising in the U.S.
“It’s a fresh new direction for us,” said Mario Grauso, president of Holt Renfrew. “Carolyn Murphy and Liya Kebede are our cover girls and the faces of our campaign. They have really inspired the team to think about the effortless beauty of strong intelligent mothers, leaders and role models. I believe these pictures show all their exceptional spirit and personality. These women are so much more than just supermodels.”
The campaign was shot by Christian MacDonald and will hit for March issues. Holt issues its spring magazine along with the campaign.
You May Also Like
Advertising in the U.S. for the first time with a spread in Vogue is part of Holt’s effort to further its international appeal. “We feel like this is a great moment of change for our brand,” Grauso said. Other media partners are Elle Canada, Elle Quebec, Fashion Magazine, Vita, Globe and Mail, Globe and Mail Style Advisor, Out of Home, and transit shelters in Toronto and Vancouver.