LONDON — House of Holland’s hosiery collaboration with the British brand Pretty Polly is known for its standout designs such as trompe l’oeil garters and sheer hosiery with star appliqués.
Now the legwear range has an equally arresting ad campaign.
Jessie J, the British singer who’s known for her out-there style, will star in the fall campaign as a fictional heroine who stuns passers-by with her provocative hosiery. The ads feature Jessie J against a Gotham-esque backdrop wearing House of Holland for Pretty Polly hosiery, while cartoon graphics spelling out “Wham” and “Pow” illustrate her stunning effect on civilians.
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“She’s got awesome style, but her attitude as well as her persona make a terrific choice for our collection,” said David Hinchliffe, brand director at Pretty Polly. “The campaign is all about how our tights make a girl feel, it’s about empowering a girl when she’s wearing our products and recognizing the effect she will have on the people around her.”
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House of Holland designer Henry Holland noted that Jessie J had already been a fan of the legwear collection, and had worn the hosiery in her music videos before she became the face for the brand.
The campaign will launch Monday with a series of outdoor billboards in major U.K. cities, along with a behind-the-scenes video of the shoot that will be posted on Pretty Polly’s Facebook page where customers will also be able to buy the legwear. Pretty Polly and House of Holland have also teamed with app developer Halftone to launch an iPhone and iPad app that allows customers to give their own photos a comic book effect similar to the one in the campaign.
A Pretty Polly pop-up store will also be opened next week in London’s Covent Garden, which will carry the House of Holland collection and will remain open through Jan. 31. In the U.S., the collection is sold at retailers including Nordstrom and Urban Outfitters.
Hinchliffe described Pretty Polly’s collaboration with House of Holland as being elevated “to the next level.”
“Pretty Polly as a brand is 92 years old, so it’s a real heritage brand…what we’ve been able to do [with House of Holland] is keep it very current, very fashionable, very fun, and really affordable for girls who wear our products,” he said.