UK's Boohoo launches new US ad campaign

By

Cajsa Lykke Carlson

Published
Apr 8, 2015

Boohoo.com, one of the largest e-tailers in the UK, is hoping to attract customers across the pond with the launch of #WeAreUSA, a new ad campaign that specifically targets the US market.

The ad campaign features four women chosen "for their individual style and spirited personalities, which truly represent the diversity in US youth today," Boohoo said. They are rapper Angel Haze, model Chloe Norgaard, actress Bella Thorne and DJ Hannah Bronfman. The ads were styled by Verity Parker and shot by Ben Morris.

Boohoo VP of Marketing, Natalie McGrath, says: "The launch of #WeAreUsa is a first step in our marketing plans for the USA this year. Our vision for the campaign was to engage with key influencers from different facets that really embody US youth culture and diversities. Each one of these girls represents a unique fashion, and brings their own aesthetic to the boohoo brand. In all aspects of the boohoo brand we strive to be all-encompassing, fun and dynamic and we feel this has been captured by Ben and team in this campaign."

The campaign launches for summer and marks the start of a new focus on the US market for Boohoo.