Just as you go out with a bang, Matches Fashion has gone in with a bang, launching its very first brand campaign with none other than original Super, Chrisy Turlington Burns. The first campaign for the brand in its 32 year history, the dedicated campaign sees the seemingly eternal beauty of Turlington Burns play out in both print and two digital films, which also star actor Ashton Sanders.
Building on the insight that content and storytelling has been key to the growth of MATCHESFASHION and increases the likelihood of purchase by nearly 50%, the brand further compound this with a series of ground-breaking partnerships including Frieze and Il Pellicano Hotels, and via a program of events at 5 Carlos Place, their bricks-and-mortar store in London.
Entitled ‘Stories Of Imagination’, the campaign creates a compelling narrative that celebrates and explores broader culture including fashion, lifestyle, home and travel. Intended to capture a unique mix of content, commerce and community, the model and actor star in a series of striking images lensed by photographer Chloe le Drezen in New York. Both were chosen as exemplifying innovation and creativity through their respective careers, with interviews by Lynn Yaeger and Yale Breslin.
Supported by two digital films which explore their career path, Turlington Burns appears in On Rhythm and Sanders in On Becoming, both designed to bring to life the story behind the campaign and the essence of their careers. In her interview with Lynn, Christy Turlington speaks about her 2008 documentary No Woman, No Cry and advocating for mothers: “I had the aha moment – had I lived in another part of the world, I most likely would not have made it. I began to wonder; how could I have an impact?”
While Sanders’ interview with Yale dissects the film roles he has played, “Every role that you see me in and see me on is based on particularity. There has to be a part that I am viscerally connected to. There has to be. Am I often fully moved by a script the way I was with Moonlight? Absolutely not.”
Eschewing traditional print advertising placement, the campaign will appear at specific sites across London, New York and Los Angeles throughout September supported globally via MATCHESFASHION physical activations and digital channels. The films will also be shown in independent cinemas including Curzon, Electric and Everyman Cinema.