SLOUCH IT LOW.
THE LOOK:OAK THE SHOE: JEFFREY CAMPBELL MAZE
As with anything at the Jeffrey Campbell HQ (from here on out referred to as the JCHQ), the relaunching of their website was a team effort. The New York based sales manager Ty McBride set to work on the site several months ago…and now it is finally almost finished. Pairing with a team completely comprised of Jeffrey Campbell clients and friends—the new JEFFREYCAMPBELLSHOES.COM is about to launch. I am not one to use the “F” word lightly, but the new site is Fierce.
Under the direction of the web gurus at solestruck.com (PDX) Ty set out to create a site that truly captures the essence of the JC girl and client. While the site is not geared to serve as an E-commerce site– the focus is on providing information about where to buy your favorite JC style, inside scoops on the company and upcoming events, special interviews with favorite retailers and fashion icons, as well as tradeshow schedules and wholesale information. The blog will keep you up to date with all the latest in the JC gossip circle–and point you towards the next hottest shoe.
They shot the images for the new site in the basement (“photo lab”) of one of their favorite NYC account’s Bond St. location. OAK owner, and style genius, Louis Terline paired with Ty McBride of team Jeffrey Campbell to knock out a photoshoot that smelled like dirty sweat—and looked like hot fashion. Ty called on some of his favorite accounts to each send two looks for the photo shoot. Carefully choosing stores from different demographics and regions of the U.S. McBride set out to truly show the diversity of their accounts, of the brand and of their consumer.
I met with Ty recently to discuss the relaunch of the site and what the concept really was all about. We sat for coffee in Brooklyn last week–shooting the shit over a few lattes.Here is what he had to say about the shoot, the site itself and corn-dogs.
Q: What was the vision for the photo shoot and the relaunch in general?
TMC: Well, we were well due for a fresh new look as far as the web goes–and we simply wanted the concept of our client to translate to the site. Since we will not be selling shoes….( I repeat not selling shoes here ladies stop with the crazy emails!!) we are trying to create a branded site which portrays our love of shoes. The look is very downtown. Very stark. Very easy, and dare I say it very Mary Kate (laughs).
Q: Well who is this illusive JC girl you speak of?
TMC: Well, she is everywhere. She is a girl who is on a budget but knows the difference between style and fashion. That is the entire push behind our brand. We use vintage and runway inspired looks, give them our twist, and then put them out for you to pair with your favorite wardrobe pieces. Jeffrey is a fun designer, and that attitude of fun and creativity definately shows through in the final product. Some of the craziest days I have had are thrifting with Jeff–he is like some creepy shoe encyclopedia–he knows it all!!
Q: Tell us about the photo shoot.
TMC: I asked my good friend Louis of OAK to help me shoot the site. I love his store and his approach to trends. We have this strange connection and secret language that nobody else gets. So when I say things like; “I wan the site to look like a cross between…the Madonna “MUSIC” video meets Kimberly from the Different Strokes circa her post-Paris modeling return where she ends up with an eating disorder….” He simply nods and says something like “I was thinking Joe from Facts of Life meets the girl who refuses to shop above 14th street.” Then we laugh hysterically and order another round. He knows that this site has to be “perfect”–yet he understand that the look I want for the project is “imperfection.” So, I asked him to style the looks and shoot the images. I assisted him on styling and hair and makeup was provided by Sabrina Rowe (www.deluxewilliamsburg.com). To style the model I pulled clothes from some of our favorite accounts… all of which are different and all of which provided great conceptual looks that tied right into what Louis and I were going for.The stores we used were SPANK (Vancouver BC), NEED SUPPLY CO. (Richmond, VA) OAK (NYC) VILLAINS (SF), AMBIANCE (SF) ZIEZO (St. Louis) LF STORES (Nationwide) and MINI MINI MARKET (Brooklyn). Stores like Mini have been with us since our first deliveries, they even help us create shoes for the line.
Q. What is your favorite thing about working for Jeffrey Campbell—and what is your exact job title?
TMC: My favorite thing is the corn-dogs. If I sell enough shoes at tradeshows, Jeffrey get’s me a corn-dog afterwards. So, I like that…it’s ther perks you know. We don’t really have Job titles. I mean, besides “JC Corn-dog Captain…” we are a small company–and we all wear so many hats. My big focus is on sales. I run and opened the new NYC showroom. I am also in charge of “fun.” This simply means I get to do all the fun projects like the website, the giveaways, the new logos, and product development. I have a few shoes that I aided in the design process of in the spring collection–and several fall boots too. I have so many favorite accounts–I get all the “fun” accounts since I am directional leader of that department!!
Q: Um, how do I get your job? It sounds so great?
TMC: Lots of resume beefing up, white lies, fibs, stalking, creative talking, retail work and ADD. I am not sure how I got the gig actually—I suppose on some level Jeffrey and I both have a sick obsession with shoes–it is this obsession that brought us together…not the Obession fragrance that I wore all through High School…circa ’94.
Q: What is next for Jeffrey Campbell?
TMC: We are currently working in what I like to call the “secret vault,” on some shocking styles for Fall 2 and Winter deliveries. There are a few other surprises in the bag–but I should keep those under wraps for now.
*Images taken from photo shoot for site.
KICK UP YOUR HEELS
THE LOOK: MINI MINI MARKET THE SHOE: JEFFREY CAMPBELL DRIVE