YMI Goes Behind the Scenes for Holiday Campaign
Los Angeles-based YMI Jeanswear will be taking a different tack to promote its Holiday ’07 denim line.
Known for its extensive billboard advertising campaign featuring young beauty queens, the company is taking a break from doing its traditional posed glam shots and will focus on a “backstage” theme for Holiday.
YMI enlisted Grammy Award-winning photographer George Holz, known for his celebrity shots of singers and starlets from Madonna to Paris Hilton, to do the shoot, which was completed on Sept. 5 at Miau Haus Studios in Hollywood .
YMI, which is a sponsor of the Miss USA, Miss Teen USA and Miss Universe pageants, for the first time will use all of the reigning title holders of those events together to do the shoot, featuring the models being prepped for a big event.
The ads will roll out next month on billboards in New York and Los Angeles as well as in consumer publications including Seventeen, Teen Vogue, CosmoGIRL, OK! and LouLou beginning next month.
Products to be featured include jeans from the YMI Royalty, YMI Premium and YMI City of Angels categories, which are priced to retail for under $100.
“The photo shoot went well. This is George Holz’s first campaign for YMI,” said company spokesperson Evelyn Lugo.
YMI is sold in Nordstrom, Dilliard's, Belk and Macy's department stores well as specialty chain stores and sportswear specialty stores. —Robert McAllister
