CANADIAN FASHION BRAND GETS THE BIG PICTURE WITH
TEEN PHOTOGRAPHER INITIATIVE
MONTREAL, Jan. 18 /CNW Telbec/ - Exciting things are developing at Garage as they prepare to launch a spring photography campaign with a whole new angle. The images of the new campaign capture the
essence of the teen-focused brand like never before, and here's why:
The expert behind the lens, Sarah Smiley, is herself but 16 years old.
Smiley's photos make their debut in Garage retail stores across Canada
and online at garage.ca the week of January 17th, 2011. The stylish shots feature the same fun, flirty and casual
fashions that Garage customers have always loved, but interpreted
through the lens of an emerging teenaged photographer.
"We're excited to launch this new initiative which is by a teen, for
teens", reports Barbara Epstein, Marketing Director of Groupe Dynamite, the parent company of Garage. "We believe it's a fun and authentic way
to connect with our customer & showcase the talent that is prevalent in
this young demographic."
The Garage team discovered the talented Ms. Smiley in Madison,
Wisconsin, where she'd been snapping creatively for two years, and
invited her to join them on location in San Francisco to participate in
the final day of shooting on their latest seasonal fashion campaign.
Smiley's shots will appear on storefront and in-store posters, on
Garage's e-commerce site at garage.ca and in other marketing
collateral. Curious customers will also be able to scan, with their
smart phone, a QR code that will be integrated into the in-store
posters, which will link them directly to a behind-the-scenes interview
with Smiley on Garage's YouTube channel (http://www.youtube.com/grgtv).
"I have had a camera in my hand for the past two years and I will never
put it down," the gifted girl reveals. "I have a love for life in all
its complicated simplicity, and only a photo can truly capture the
silliness, the love, and the moments we never want to forget."
"Through the Lens of Sarah Smiley" runs from January 17th to April 17th, 2011.
After 35 years in the fashion business, the Garage brand, operating
within Groupe Dynamite's umbrella, has experienced unprecedented growth
in the last 5 years. This spirited group creates, designs, markets and
distributes from its Head office located in Montreal, Quebec, and
encompasses more than 4,000 employees worldwide. Groupe Dynamite
operates over 260 stores across all Canadian provinces, 7 states in the
U.S., and most recently has expanded its operations in the Middle
SOURCE Groupe Dynamite Inc.
For further information:
Amélie Provost, Public Relations Coordinator