Dive Temporary:
- Hole at the moment (Feb. 27) launched its spring marketing campaign, “Looks like Hole,” starring actress Parker Posey, in keeping with particulars shared with Advertising Dive.
- The marketing campaign facilities round self expression and features a 90-second spot, set to the Mette observe “Mama’s Eyes,” that options Posey shifting freely with a handful of dancers. The trouble was delivered to life by ladies creatives together with director Talia Collis.
- “Looks like Hole” will span out-of-home, video, social, creator content material and Hole-owned channels. Digital parts spherical out the trouble, together with a shifting look ebook and an in-store playlist curated by Posey.
Dive Perception:
Hole continues to lean into ‘90s vogue with “Looks like Hole,” an effort meant to encourage private fashion whereas highlighting objects together with its Saggy Carpenter Denims, Classic Cropped Tee and Icon Denim Jacket. The retailer, which additionally highlighted dishevelled matches in its fall marketing campaign, joins manufacturers like Outdated Navy and Calvin Klein in embracing types from the ‘90s and early aughts.
To showcase its spring assortment, Hole has enlisted Posey, an actress identified for her roles in numerous impartial movies by way of the ‘90s. The star additionally seems within the present season of “The White Lotus.” A 90-second spot follows Posey as she freely — and considerably abstractly — strikes her physique alongside a various solid of dancers to pop artist Mette’s 2023 music “Mama’s Eyes.”
A lot of trade ladies creatives helped create and doc the marketing campaign, per launch particulars, together with director Collis, photographer Amy Troost and choreographer Sadie Wilking. The spring assortment and Hole’s option to faucet Posey are designed to assist encourage originality, Mark Breitbard, Hole president and CEO, defined within the launch.
Whereas Hole’s option to crew with Posey may assist it join with a wider viewers, the model has typically sought to interact Gen Z with its latest advertising. Within the fall, the retailer tapped pop artist Troye Sivan for a video spot set to “Humorous Factor,” a Thundercat music made viral by social media. Beforehand, the model launched a marketing campaign based mostly on “Again on 74,” a Jungle single that turned a TikTok sensation. Inventive for that effort starred singer Tyla.
Hole’s deal with self-expression makes it the newest marketer to push themes of authenticity, becoming a member of American Eagle and Levi’s, amongst others. The trouble additionally comes as Hole Inc., Hole’s dad or mum firm, settles into an revamped advertising technique that final 12 months noticed it appoint former PepsiCo marketer Fabiola Torres as world CMO, tasking the exec with bringing higher cohesion throughout a portfolio that additionally contains Outdated Navy and Banana Republic. The corporate additionally named Omnicom Media Group its cross-brand media company of document on the similar time.
Hole Inc. noticed internet gross sales enhance 1.6% 12 months over 12 months in Q3 2024 to $3.8 billion. Retailer gross sales fell 2%, whereas on-line gross sales rose 7% and made up 40% of whole internet gross sales.
