Leading women’s apparel brand EP (Elegant Prosper) and Ogilvy Fashion China have joined hands to launch a new campaign, “Fashionistas’ Time to Bloom,” for EP’s Spring / Summer 2013 collection. Launched on International Women’s Day, the online video and series of print ads encourage Chinese women to pursue balance, love, happiness and a higher quality of life.
Filmed during spring in New Zealand, the 2-minute online video and shortened 30-second version focus on a floral theme. Women dressed in light and delicate clothing from EP’s spring/summer 2013 collection take viewers on a journey of discovery through a dream-like garden in full bloom, as a poem by English Romantic poet John Keats is recited to whimsical music in the background.
Taking the new clothing collection indoors into a more refined setting, the series of print ads show women and girls in graceful and elegant silhouettes as they arrange bouquets of freshly cut flowers spilling over glass vases.
EP 30s Online Video:
Agency Credit: Ogilvy Fashion China