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Seeking to update its image for a young, contemporary audience of women who see themselves as “decorating divas,” Karastan carpets is slated to launch a $5 million print campaign via Austin Kelley Advertising that stars actress Andie MacDowell.
The high-end brand, which traditionally has catered to an affluent, older market, wants to increase its profile among women who use home decor to make a fashion statement, said Margaret Gearing, AKA svp, director of client services.
In four ads that break in March magazines, MacDowell sits or lounges on a Karastan.
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