Sarah Hyland to front Candie's campaigns
Sarah Hyland plans to update Candie's clothing line through the addition of trendy colours and prints as well as “outfit completer” pieces such as an embellished anorak jacket.
Sarah Hyland has been named Candie's first-ever creative director and will front the brand's upcoming campaigns.
As part of moves to bolster the American clothing company's efforts to re-brand itself from a juniors staple to a label for young career-minded women, the Modern Family actress is set to become an integral part of all creative decision making.
Of her selection as creative director, the 25-year-old shared that she was drawn to the role because she was seeking a new challenge.
“The fall line was already done, but it’s really cool to be able to have say in the styling and concept for the shoot we’re doing today," she told WWD. "Everything is gearing toward more of a sophisticated career woman. It’s really fun, but more mature.”
The brand, which was founded in 1981 and is famed for its high-heeled wood bottom slide, has become a teen staple and is known for choosing young actors and singers - from Destiny’s Child to Britney Spears to Lea Michele - for its adverts over the years. But Candie's Katie Reeves explained that Sarah is a smart choice to front the brand now as "she is a fashion authority in her own right" and will help focus the company on their target demographic of women aged 18 to 24.
“Sarah’s extremely approachable and also a (well-known) actor and she resonates with our customer and will also bring new ones," said Katie.
In addition to the brand’s core tops and trousers, which Sarah will help update with trendy colours and prints, she will also influence “outfit completer” pieces such as an anorak jacket with embellishments.
Working on the spring 2017 collection also proved to be a change from playing Haley Dunphy on the hit ABC sitcom, and Sarah admits it is the first time she's had a 9-to-5 job.
“I love to try new things and put myself in a situation that’s uncomfortable,” she smiled. “Learning something new is scary and fun and challenging.”
As for spring 2017, Sarah shares that customers can expect exciting shades, patterns and other "little fun details".
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