Kate Spade New York has developed a reputation for delightful ad campaigns (see: this one with Iris Apfel and Karlie Kloss, this one with Jourdan Dunn and some sleepy dalmatians, this one with child ballerinas and this one that aptly displays the perils of putting on tights). And the brand's happy-go-lucky spirit is as palpable as ever in its latest fragrance campaign for In Full Bloom, which stars Laura Dern, Sasheer Zamata and Tavi Gevinson and was photographed by Inez and Vinoodh.
It marks the first beauty campaign for Dern, who at 51 has been a beloved actress for decades with a steady, prolific career, most recently garnering acclaim (and awards) for her role as Renata in "Big Little Lies". The age diversity of this campaign — Dern is 51, Zamata is 31 and Gevinson is 21 — is both refreshing and an impactful means of communicating that Kate Spade, as a brand, hopes to resonate with women of multiple generations.
"We focus on a psychographic instead of a demographic," said Brian Vander Meyden, vice president of global marketing and prestige sales at The Premiere Group, the distributor of Kate Spade fragrances, in an interview with WWD. "To have women of three different ages speak to what in full bloom means to them makes [the fragrance] unique."
For the campaign, each woman also recorded a video "love letter" to herself; they're all predictably lovely and can be viewed below.
In Full Bloom will be available on March 1 and will retail between $28 and $98, with four different size options.