Demi Moore, who’s an investor in Andie Swim, will seem within the firm’s summer season advert marketing campaign alongside together with her three daughters — Rumor, Scout and Tallulah Willis. The advertisements break right now.
In a marketing campaign titled “Together,” Moore and her daughters are featured carrying Andie’s hero fits — The Amalfi, The Malibu and The Tulum, amongst others. The advertisements have been photographed by Cass Bird at her house in East Hampton, N.Y. The swimwear featured within the advertisements retails from $95 to $115.
Melanie Travis, president and chief government officer of Andie Swim, defined that Moore has been an investor in Andie since 2017. She mentioned that when she first launched the New York-based model in 2016, Travis went by means of her Rolodex and had Moore’s contact info.
“I shot off an email not expecting a reply, and I know that Demi is supportive of female founders and had done some angel investing. To my enormous surprise, she replied and said she’d love to learn more,” Travis mentioned.
Moore not solely invested within the model, but additionally grew to become an adviser. “Over the last four to five years, we’ve built a strong relationship. I turn to her for questions and advise and thoughts, and she always provides insights, whether it’s on products or marketing. It’s really been a wonderful relationship,” Travis mentioned.
Last December, Travis mentioned she knew that summer season 2021 can be a extremely vital time. “Hopefully the vaccine rollout would go well, people are calling it revenge travel, and I reached out to her and asked how how she would feel about partnering for a campaign in this historic, pivotal summer, what I hoped would be coming out of a global pandemic, and she was excited to think about it with me, and here we are.”
Over the previous seven months, they acquired collectively often and constructed out what it could seem like. “Somewhere along the way she [Moore] said, ‘What about if we included my daughters in here?’” Travis mentioned.
Travis mentioned she would have been thrilled to do the marketing campaign simply with Demi, “but Andie really is this quintessential cross-generational brand.” Moore’s daughters vary in age from 27 to 32. Moore and her three daughters flew to East Hampton. “They were very game, they stayed for awhile out east. We had a great time. We weren’t originally going to shoot at Cass’ house, but the spirit of this brand is about community and our people and having fun, and Cass said, ‘Let’s shoot in my backyard.’”
Moore informed WWD, “Over the past year, connection has become more crucial than ever. I’ve been a supporter of Andie from the beginning as an investor, and now, more than ever, felt like a perfect time to join them in welcoming a summer of freedom and togetherness. Especially sharing it with my daughters. It was important to me to include my daughters in this campaign, and I hope others seize opportunities in their lives to create meaningful connections and celebrate every moment with the people they love.”
The advertisements will seem on Facebook and Instagram, on wild postings and a billboard on Sunset Boulevard in Beverly Hills, which Moore selected.
For the billboard, Moore and her daughters are all carrying the identical swimsuit in numerous colours. “It just goes really well, whether you’re 27, her youngest daughter, or 58, Demi’s age,” Travis mentioned.
“I think Demi Moore is one of your quintessential global celebrities, a real icon. We’ve not done anything of this scale or nature before. I think it will be historic for the company,” Travis mentioned.
Two years in the past, Moore got here out with an autobiography, “Inside Out,” wherein she wrote candidly about her Hollywood profession and her a lot scrutinized marriages to actors Bruce Willis and Ashton Kutcher, alongside together with her childhood, present enterprise ascension and earlier substance abuse that just about ripped aside her household.
Discussing particularly what the marketing campaign would possibly do for the model, Travis mentioned, “Two things come to mind. One is really start to have some penetration across demographics. Right now we’re really good in the 25 to 45 age range. We are great for any woman at any age or stage of her life. Even if you’re a grandmother, we have great suits that you will feel great in and look great in. And, on the other end, we’re a young brand — we’re four and a years old. A lot of our growth has come from advertising on social media. My hope with this campaign is that we elevate to the next level. And that we become a known international brand that you don’t have to be on Instagram to know about.”
Travis mentioned her swimwear enterprise has actually take off. “This summer has been unbelievably huge. Every month we’ve had record-breaking sales. E-commerce grew a ton, and you see that domestic travel is nearly back to pre-pandemic levels. The combination of more women being comfortable shopping online now, especially for swim given the pandemic, and then back to traveling, we’re having a great summer,” Travis mentioned.
The model is totally direct-to-consumer at Andieswim.com. The firm has an curiosity in opening shops, however not this yr. “It’s sort of the next stage. I think the Demi Moore campaign will help propel us to the stage where we’ll open up stores,” Travis mentioned. Cover-ups, too, are on the roadmap.
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