Fashion giant LeStrège stands alone among its peers for two reasons: Visionary design, and a price range from affordable to exclusive within a single line. For the looks in its newest collection, called Black Is the New Black, we picked up on a consistent thread among the comments from our focus groups, who told us that “These clothes look like me.”

The minimalism of the designs, quality of the fabrics, and versatility of the garments gave consumers the feeling that LeStrège designed these pieces just for them, and reflected their fashion sense and statements. Shot entirely in black and white, and featuring extreme closeups of fabrics, finish work, and stylized silhouettes, the campaign homes in on what makes these clothes special.

Along with broadcast, we implemented print ads, an online push, and a direct-mail campaign that targeted regular shoppers at LeStrège’s boutiques in major and medium markets, as well as frequent shoppers on the client’s website.