Black Halo, a contemporary women's clothing line, has launched its first marketing campaign, which includes photo ads in the September issues of Elle, Nylon and Interview magazines.
The campaign, via Sew Branded in New York, was developed in late July and the beginning of August after the company held a photo shoot in order to update its Web site. This led Black Halo to venture into e-commerce, which in turn led to the decision to advertise.
"It just made sense," said Sean Pattison, vp at the clothing company. What began as a simple project "took on a life of its own," he said.
By advertising in fashion magazines, the company is looking to create "greater brand awareness for the general public," Pattison said.
Black Halo ads will also run in the October and December editions of Nylon as well as the October issue of Interview.
The creative was designed to send the message that the women in the photos are "confident, bold, embracing femininity and sexuality without being over-the-top or vulgar," Pattison said.
In addition to the magazine ads, Black Halo has also developed a new logo. Originally, the logo was in lowercase letters and had a macron over the "a" in "halo." The clothing line's logo is now in capital letters and without a macron.
Pattison said that Black Halo would do more advertising in 2010. Although nothing is yet developed, he said that the company plans to move into Internet ads.