YOOX.COM Loves USA
YOOX Net-a-Porter Group | August 2011
YOOX.COM identified a need in the marketplace for a comprehensive range of out-of-season quality brands in the U.S. marketplace, and subsequently launched a flash-sale campaign to appeal to the American customer. Together with YOOX’s Milan-based team, Sophia J. Gonzalez cast the spotlight on Alexander Wang for the first installment in the “YOOX.COM Loves USA” series. Gonzalez oversaw the copy, fashion direction and online merchandising, helping the business gain a foothold in the United States.
Campaign Branding
Gonzalez and the rest of the creative and marketing teams created the brand identity with the vision of a minimal and clean aesthetic that complimented the style of YOOX.COM through its logo and tagline. Gonzalez then worked closely with the web designer on the design of the website.
Fashion Direction
Tasked with determining the key looks of the campaign, Gonzalez teamed up with fellow Milan-based photographer and fashion editor on the production of the fashion shoot. A short video was also captured for YOOX.COM’s landing page to promote the launch. Below, view the final selects from the rainy day shoot in New York.
