Brazilian model Ana Beatriz Barros - face of XOXO for Spring 2007
30 Jan '07
2 min read
Kellwood Company announced an agreement with Global Brand Holdings LLC to extend the XOXO license for sportswear and dresses to December 31, 2011, according to Robert C. Skinner, Jr., Kellwood chairman, president, and CEO.
XOXO features feminine, sexy, trend conscious looks that speak to today's 'in-the-mix' girl. This young woman -- between the ages of 14 to 30 -- defines herself by the latest and hottest music, movies, technology, and celebrities splashed across the weeklies in pop-culture.
The brand's marketing initiative continues with the signature "Hugs and Kisses" ad campaign photographed and developed by Laspata Decaro. Ana Beatriz Barros, a top model, discovered on the beaches of Rio de Janeiro, exudes the essence of the XOXO girl in the spring 2007 campaign. Barros has appeared for five consecutive years in the Sports Illustrated swim suit issue, as well as advertisements for Victoria's Secret, Chanel cosmetics, and Guess.
"XOXO is a compelling brand in the junior/young contemporary arena, and we are pleased to have the opportunity to continue to grow the business at Kellwood. The reaction to XOXO 'Hugs and Kisses' heritage advertising campaign has been phenomenal with retailers and consumers. The XOXO consumer is confident and alluring -- and she identifies with the brand's image," said Skinner.
Kellwood has held the license for the core apparel lines since 2003. The aspirational XOXO collection, positioned at the top tier of the junior market, is sold through Federated and Dillard's Department Stores as well as XOXO.com and specialty stores.
marketing@alchempro.com
