La Ligne will feature actress Phoebe Tonkin in its spring campaign that breaks Wednesday.
The 35-year-old Australian actress joins a group of La Ligne campaign stars that in the past have included Amy Schumer, Cleo Wade, Mindy Kaling, Maggie Rogers, Natasha Lyonne and Paulina Porizkova, among others.
Using New York City as a backdrop, the spring ads were photographed by Pamela Hanson and styled by Alex Harrington.
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“We’ve always wanted to do something with Phoebe. We love her. She’s so effortless,” said Molly Howard, cofounder and chief executive officer of La Ligne. She said that Tonkin has a natural sense of style, and has such ease in the way she puts herself together. “We wanted that to really come through in the campaign,” Howard said.
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“It’s probably the easiest shoot we’ve ever had in our lives. It was the most effortless,” continued Howard. “Pam would take three photos and we’d say, ‘We got it, but I guess we should keep shooting.'”
She said they’ve worked with Hanson and Harrington before, but never worked with Tonkin before.
“We haven’t done a campaign before [since we launched] that was really denim-focused. To me, she’s such a denim girl so we wanted her to interpret how she would incorporate it into her real life,” Howard said. “We wanted it to feel it’s about Phoebe. We always say we want to make clothing that the girl wears, not clothing that wears the girl. We’re not making costume here. We’re making clothing for your everyday life.”
Key pieces featured include the Solid Marin Cardigan in navy, the Mini Marina Sweater Fine Stripe in blue and cream, the Solid Lean Lines Cardigan in black, the Elodie Tweed Minidress in black and white, the Crochet Jane Jacket in cream and some new denim styles such as the Cropped Val Denim Jacket and The Zooey Jean.
The ads were shot both inside and outside a New York City apartment.
Ads will appear on social media as well as outdoors in New York City.
In other news, La Ligne is getting ready to open its eighth store, in Nashville in April. The brand already has stores in New York, Dallas, Palm Beach, Fla., Greenwich, Conn., Marin County, Calif., Boston, and Charleston, S.C.
Howard said she was in Nashville a year and a half ago for her husband’s job for an extended period of time. “Every time I went there I fell more and more in love with Nashville. I got an opportunity to understand how the city works for someone’s life. The place I was drawn to was 12 South. It’s just so cool and is definitely changing, but still holds on to a lot of its grit and soul. We’re really drawn to places that have soul and character and don’t feel soulless,” she said.
She said they’re going into a new building on the street. The store will be 1,319 square feet at 2510 12th Avenue S. “We work with a great decorator named Lien Luu, who’s done all of our stores starting with the first store which was Madison Avenue. It’s going to follow an aesthetic and design of all the other stores, but for each store, we incorporate local touches that really speak to where we are,” Howard said.
She said they’ve been doing trunk shows in Nashville since they launched the brand in 2016 and did a campaign there. “We know the city well and want to incorporate what we love about it. A big thing about Nashville is its music scene so there will be a lot of nods to that in the store,” Howard said.
Looking forward, she said they’re close to signing for a store in downtown New York. She said their Madison Avenue store is their best store yet “even though it’s the tiniest little jewel box,” she said.
She said the Charleston store, which opened in late October, “is absolutely on fire.”
Overall, she said their store business is doing well. “I was just looking at January, and our Charleston store is 148 percent to plan, the Boston store is 180 percent to plan. Every store achieved plan for the month. Palm Beach was 131 percent to plan, and Madison was 154 percent to plan.”