Matchesfashion unveils first brand campaign, puts the focus on content

By

Barbara Santamaria

Published
Sep 20, 2019

Matchesfashion.com, the UK-based luxury fashion destination, has launched its debut brand campaign fronted by American model Christy Turlington Burns and actor Ashton Sanders. 

The campaign is designed to highlight the retailer’s unique mix of content, commerce and community after insights revealed that storytelling increases the likelihood of purchase by nearly 50%.

“Our brand campaign reflects our unique position and point of view connecting commerce and content,” explained Jess Christie, chief brand officer at Matchesfashion.

“Stories of Imagination will develop customer engagement globally and will be amplified both physically and digitally. We have been creating narratives for over thirty years and the campaign is borne out of this desire to inspire our audience and create new connections and we look forward to continuing the conversation.”

With this in mind, the ad imagery shot by photographer Chloe le Drezen in New York is complemented with two digital films. Matchesfashion said it chose Turlington and Sanders to star in its campaign because they exemplify innovation and creativity through their respective careers.

So the two films, One Rhythm and On Becoming explore their career path and the events that led to their life philosophies. 

Eschewing traditional print advertising placement, the campaign will appear at specific sites in London, New York and Los Angeles throughout this month. 

The films will also be shown in independent cinemas including Curzon, Electric and Everyman Cinema.