Right as Cole Haan is making moves into Asia, the brand has brought Dree Hemingway on board as its new face and global ambassador. As part of her multi-year contract, Hemingway will also be co-designing a range of shoes and handbags for the brand.
In a Monday release, Cole Haan noted that "Ms. Hemingway's image and personality will help support the company’s aggressive international expansion plans." Specifically, the brand is reaching deeper into Hong Kong, Japan and the Middle East and entering the Chinese, South Korean and Mexican markets this fall.
This is hardly Hemingway's first time around the campaign girl block, but being a co-designer and ambassador is a step up. In an interview with Fashionista at Agnona's presentation in Milan in February, she said that although her famous family helped her get in the door as a model, it's been a challenge to prove her own talent because of those ties.
"I really love doing this job, and I don't think I would have lasted in it if I weren't doing something right," she said.
That may be true, but it's Hemingway's very Americanness that Cole Haan is, no doubt, hoping to tap into as it enters Asia and other emerging markets. She's an all-American beauty with one heck of a family legacy -- Great American Writers and all. Apparel analyst Ashma Kunde notes that J.Crew would likewise be smart to market its American heritage in international markets.
Hemingway's first campaign will be for Fall 2014, so keep your eyes peeled for that. We're also curious to see what her accessories collaboration will look like -- she does come from a pretty creative family.