Fashions fade, style is eternal; or so says the late great designer Yves Saint Laurent. Trends come, and trends go. What was once popular in the ’80s became taboo in the ’90s. And the 90’s? Please let’s not repeat that flannel and cut off jean shorts look anytime soon.
There are few clothing companies that have withstood the ever-changing fashion tides as the iconic American brand Land’s End. So, it should come as no surprise that the company, which has been outfitting people and furnishing homes since 1963, chose our all-American city of Annapolis as the recent backdrop for their fall collection photoshoot. But this wasn’t just any shoot; this was for the brand’s global marketing campaign assets for the entire third quarter, encompassing all of their channels from print, to online, to advertising.
About three months before the actual shoot took place, a location scout, who happened to grow up in the area and was familiar with the architecture as well as the general Chesapeake Bay region, suggested Naptown as an ideal location for an upcoming campaign. The scout understood that the textures and palette would be a great match to convey the brand’s new fall collection.
The 10-day project expanded beyond Annapolis and Ego Alley to the Bowie Baysox stadium in Prince George’s County. While the adult models were brought in, the children included in the shoot, and even the dogs were local to the area. If you haven’t had a chance to flip through a catalog yet, then you are missing the gorgeous Chesapeake Bay retrievers who hammed it up for the cameras. Chessies, as they are known, have a very special history unique to the area dating back to the 19th century, and are the face of the Land’s End brand for September. My own Chessie, Ernie, is currently wondering how he missed the casting call. Ah well, maybe next season.
The Land’s End team very much enjoyed the Annapolis location and without hesitation indicated that the area could absolutely be considered again in the future. In the meantime, if you need a Lands End fix, you can visit their new store opening in October at Congressional Plaza in Rockville, MD. It will be the brand’s first stand-alone store in the DC metro area.
Maybe it was the police escorts they were provided while working downtown, or the fact that Mayor Buckley stopped by on his bike to offer his thanks for coming to Annapolis that made the Land’s End team feel so welcome. Or maybe it’s that Annapolis, like Lands’ End, has something to appeal to almost anyone.