Comfort Zone

Gotham’s latest campaign for Liz Claiborne introduces a tagline that emphasizes the clothing line’s comfort and flexibility.
The theme for the $10-12 million effort, which features model Niki Taylor (shown here), is: “Get comfortable.”
The line is meant to be an umbrella for the entire Claiborne spring collection, and will likely be used when the client rolls out its fall offerings. ” ‘Get comfortable’ works on two levels: physical and emotional,” said Lynn Giordano, chief creative officer at Gotham, New York. The insert says Claiborne embodies “fashion with mobility, flexibility, wearability [and] everything you need to be yourself.”
The new line evolved from the branding effort Gotham started after it won the business in 1996, said Stone Roberts, agency chairman. Previous ads were untagged and touched on specific product lines, such as business apparel. The latest go-round is part of a push targeting “modern” women, he said. The campaign breaks in March fashion books and includes outdoor advertising.
–Justin Dini