Throwback Thursday

Not only that this ad 'threw me back' into my sweetest memories of some gorgeous summer days out East, or it made me realize how easy and simple good marketing can be - but it also opened my eyes and made me acknowledge what you can accomplish as a family.

Have you heard of Imrie? A fashion brand, a beach lovers dream come true and an inspiring family story!




Their core values combine all of my 'make-me-feel-good' attributes my life needs:

   



live     love     swim     smile     dance     laugh     travel     enjoy

Their collection for a life on the move and mostly at the beach, this amazing and a bit crazy Scottish family of seven, combines all my personal endeavors. They travel most of my beloved locations and share my passion for easiness. Pippa the mom, with her three daughters Tamsin, Caitlin and Lola founded the business in 2005 and opened their first retail location in Westhampton Beach, NY - where Lola went to high school. Soon Paia (Maui, Hawaii), Montauk, NY and St. Barth followed. The globetrotters have called, London, Maui and Long Island their home…now kind of establishing some roots in East Quogue…kind of!

'We shop for the store like we're shopping for ourselves. It's our ideal closet.' says Lola. They also support friends and local designers like Amagansett-based jeweler James Colarusso or Acacia Swimwear, designed by a childhood friend from Maui.

The reason why this new brand got my attention is a simple ad trick: book your campaign where you want to be seen and sold. The Hamptons Magazine (the Peter Max issue June 27 - July 3) was the perfect choice. The summer had just started, people were eager to drink a sip of a nice rose and party with friends at the beach.

The tricky part in people magazines like this is to get awareness. Everybody that is been featured in those magazines needs attention and they do everything to get it. Every party guest is looking unbelievably sexy, landscaping is perfect and the catering is not from this planet…IMRIE just used exactly this surrounding in a perfect way: a throwback! Look at the ad, shot by photographer and brother Max Imrie:

The ad is placed next to the coverage of one the most important kickoff parties of the early summer ('Gotham and Hamptons summer kickoff') with more then just one good looking couple! IMRIE choose an image of a girl, young and innocent, with a killer smile and with a 70ties style to it. The ad doesn't compete with the perfect celebrity world - it ads something to it!

The smile is pure joy, the colors are pure nature and I would like to join her on this boat in a second…if that is not possible, please please let me buy this bathing suit!

IMRIE - Mission accomplished!

Btw if you haven't recognized her: the girl is Lola. The three sisters model for their own brand in the most natural way I have ever seen.

If you want to get to know this incredible family a little bit better and get a feeling for their values and designs, have a look at this awesome 'behind-the-fanily-scen' movie from Max or go to their Facebook page!