AR Prepares Forth & Towne Campaign

NEW YORK Forth & Towne, a women’s apparel brand from Gap Inc., has hired luxury fashion and lifestyle specialty shop AR as its lead creative and media agency. AR also works for Gap’s Banana Republic chain.

Forth & Towne, which debuted in August 2005, targets women over 35 and operates five stores, four in the Chicago area and one in West Nyack, N.Y. The brand is expanding into five new markets this fall: Atlanta, Houston, Los Angeles, San Francisco and Seattle, opening approximately 10 stores.

The upcoming AR effort will be the client’s first campaign.

Work is scheduled to launch in print and out-of-home media to support store openings. Spending was not disclosed, but is likely in the low seven-figure range.

“We are excited to tell the Forth & Towne story through dynamic messaging that redefines the relationship between women and fashion,” said Raul Martinez, agency CEO and executive creative director. “It’s a real opportunity to speak to women differently, with a sense of humor, and change the idea of what it means to be fashionable.”

AR, a New York-based independent, also works for Brioni, Calvin Klein and St. Regis Hotels and Resorts, among others.