Country sensation Taylor Swift is partnering with Jones Apparel Group. The 18-year-old singer-songwriter will be the face of the L.e.i. back-to-school print, mobile and online advertising campaign, which will be called "This is L.e.i. Country." The campaign will feature Swift surrounded by an assortment of L.e.i. denim jeans and tops.
L.e.i., which stands for "life. energy. intelligence.," is a brand for juniors, junior plus and girls and will be available exclusively at Wal-Mart stores nationwide beginning in July and in Canada in the fourth quarter.
The campaign will be shot by world famous photographer Peggy Sirota, and will debut in August issues of select fashion and entertainment magazines, including Teen Vogue, Cosmopolitan, Seventeen and US Weekly.
In addition, the campaign will feature an extensive online component targeting the junior girl audience, which will include sweepstakes and contests tied to meeting Swift and attending her concerts.
The William Morris Agency, with whom Swift signed in April, represented her on the partnership. L.e.i.'s partnership with Swift will extend for one year. Full details about the agreement are not being disclosed.
Swift's currently has three different singles on three Billboard airplay charts including country, top 40 and AC. "Picture To Burn" is at No. 4 on Hot Country Songs, "Teardrops On My Guitar" is a No. 5 at AC and "Our Song" is at No. 20 at top 40.
Share
Share on LinkedIn
