Mullen Dresses Up Eddie Bauer

NEW YORK Eddie Bauer, aiming to boost the brand despite a Chapter 11 filing by parent company Spiegel Group, is harkening back to its origins as a retailer of rugged outdoor wear in an estimated $25 million fall campaign from Mullen.

Ads from the Interpublic Group agency in Wenham, Mass., support the brand’s newest outerwear collections, Seattle Suede and Weatheredge.

One execution shows a young couple sitting outdoors with the headline, “Wash. Wear. Live. Repeat.” Web and direct components are also part of the push.

Spiegel filed for Chapter 11 bankruptcy protection in March.