Kmart is now promoting their in-house clothing line with voyeuristic photos of “real people” in the vein of American Apparel ads, but far less racy. WWD is reporting that many of these men and women were scouted on the streets of New York, while others are bloggers and indie designers. They all styled themselves for a photoshoot at The Mark Hotel in NYC and posed without much direction from photographers. The results are pretty awesome, and may take the store in a whole new, stylish direction.
“We want to get out the message that we have amazing fashion,” Tara Poseley, senior vice president and president of Kmart apparel at Sears Holdings Corp told WWD . She says their target audience is “the kind of person who has fun with fashion but isn’t a slave to it. It’s the type of person who doesn’t care about labels, but rather, about expressing his or her own style.” With that in mind, Kmart’s new tagline, which we love, is “Money can’t buy style.”
Meanwhile, Zara, the Spanish retailer who excels at affordable takes on high fashion, has launched a new street style campaign as well called People! . They’re asking for submissions of anyone wearing at least 2 items from Zara’s Spring/Summer 2011 collection. Upload your photo to Zara and they will choose a batch of user looks each week to highlight on their website. If your photo is chosen, you’ll receive 300€ (or $425) for your contribution. They’re wrapping up this season’s street style campaign, but starting in September they’ll be uploading Fall collection photos, so get ready to strike a pose.
Do you like the idea of seeing "real people" (potentially even you) pose for big stores like Kmart and Zara instead of models? Check out some of our favorite shots form each store’s campaign in the slideshow.
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