THE LOOK OF FALL: BIG BUDGETS, BIG PLANS
NEW YORK -- The good times aren't over yet.
Last fall's frenzy of sportswear launches set a high mark for advertising budgets this year, but...
ByWWD STAFF MAY 23, 1997, 12:00AM
Dana Buchman is boosting its ad budget to $5 million this year, 2 1/2 times the size of last year’s, said Gail Cook, president.
“The fall ads will be very modern and steamy for Dana Buchman, and spirited and modern for Dana B and Karen,” said Cook. The Buchman ads will feature a Russian model named Inna, photographed by Marc Hom. The ads were shot in Andy Warhol’s nature preserve in Montauk, N.Y., and at a New York studio. The image book will feature Elsa Benitez and Christina Cruz.
Kim Myers Robertson shot the Dana B and Karen ads, featuring Valeria Mazza. The image book will star Eden Roundtree. The ads were shot in Chappaqua, N.Y., and Oyster Bay, N.Y.
The buy will be in a mix of magazines, ranging from Architectural Digest, Elle, Harper’s Bazaar, Vogue, Vanity Fair, In Style, Marie Claire, Conde Nast House & Garden and W to the New York Times Magazine, Travel & Leisure and Martha Stewart Living.
And the company has filmed a movie about Dana Buchman and her partner, Karen Harman, called “Women in Motion.” The film will make its debut June 9 at the Tribeca Grill here, and will then be shown at selling seminars around the country.
A short profile documentary of Dana Buchman's fashion brand for woman with careers. Shown are the behind the scenes in the company. Previews excerpts of Dana Buchman Fall 1996 Sportswear and dana b. and karen Fall 1996 Casual wear.