LANDS’ END extends the brand with the relaunch of CANVAS BY LANDS’ END
BY KENNETH RICHARD
Fashion is full of second chances, as well as diffusion labels from iconic houses, so it should come as no surprise that after digging into the heritage of the Lands’ End brand that CEO Federica Marchionni would relaunch Canvas by Lands’ End.
“When I first started at Lands’ End, I was being asked by many people to bring back the Lands’ End Canvas Collection,” said Federica Marchionni, CEO of Lands’ End. That name resonated as she and her team set off to extend the range to a slightly different mindset of consumers. Marchionni added “…this new collection allows us the opportunity to reach an additional audience, younger and more fashion conscious, with a strong desire to express their personal style. When we began to design this exciting new collection, the name, Canvas by Lands’ End, was a perfect choice. ”
In the age of authenticity, the collection is a smart marketing move, drawing upon a previously established label at the house, but being reworked to fit today’s needs. “We were inspired by artistic expression, as artists can freely explore their own style on a white canvas. Canvas by Lands’ End provides the invitation to discover new, unique possibilities with mix and match styles that define versatility, style and ease,” explains Marchionni.
The collection was designed in America and developed in Italy, with a campaign that broke in May issues and online. The lead campaign image takes the artist and canvas literally, with a white canvas of a dress colorized with large brushstrokes. The models are juxtaposed against natural backdrops in locations that could literally be land’s end. As for The Impression, we love a turn-around story and our hope is that land’s end is just the beginning.
Models | Kamila Hansen, Cora Emmanuel, Vika Falileeva, & Paul Kelly