Anthropologie has launched its Fall 2023 campaign today, titled “Falling for Anthro,” featuring actress Phoebe Tonkin (The Vampire Diaries). The campaign aims to ignite excitement for the season with a curated blend of own-brand-designed items and partnerships with renowned brands like Reformation, Good American, and New Balance.
Elizabeth Preis, Chief Marketing Officer of Anthropologie, says, “At Anthropologie, our mission is to continuously inspire, excite, and connect with our customers. As we prepare for the Fall season, our focus has been on cultivating brand affinity and loyalty. We’re witnessing more engagement from customers than ever before, and now that they’re here, we want them to develop a deep affinity for all things Anthro. The ‘Falling for Anthro’ campaign encapsulates the brand’s enchantment and highlights how our creative spirit extends beyond our products to permeate our entire company and culture. Through this campaign, we aim to foster deeper connections with our devoted community while also captivating a new, eager, and enthusiastic audience. Phoebe embodies this enthusiasm perfectly, radiating bold, boundless confidence that we hope our entire community embraces as we transition into Fall.”
Accompanying the launch of “Falling for Anthro,” Anthropologie is set to roll out its most extensive Fall TV campaign to date. It will feature an exclusive video starring Tonkin, to be showcased across CTV and YouTube TV.
The new work declares this is “a fashion-forward shift in perspective” and “an unforgettable season of style” across site content and social media, the brand is looking to inspire the next generation of customers. Watch below:
REELated:
The campaign’s visual assets will be amplified through an array of robust out-of-home advertisements, including digital billboards in prominent locations such as Times Square, Sunset Boulevard, and Cory Avenue in Los Angeles, along with wild postings in New York and California, and even Taxi Cabs in the UK.
Tonkin shared her experience working on the campaign, saying, “Collaborating with Anthropologie on this campaign has been an absolute pleasure. I’ve known the brand for years, but their team truly exceeded my expectations. Their commitment to delivering the best in fashion and creative inspiration is palpable. The brand boasts a clear identity and a strong viewpoint, and it was truly exhilarating to help bring their Fall campaign to life.”
Anu Narayanan, President of Anthropologie Women’s, Weddings, and Beauty, expressed excitement about the upcoming season, saying, “This Fall, we are excited to present what we believe is our finest assortment to date. We place immense value on understanding our customers and staying attuned to the evolution of their shopping preferences. What we’ve learned from them is that they’re open to embracing novelty. They are eager to pair trendier, more daring pieces, such as the evolving sheer and shine fashions, with our customer-favorite classics. Our focus for the Fall collection is to offer our community quality products across various price ranges while amplifying trends that cater to their diverse tastes and aesthetics.”
Anthropologie’s global marketing campaign for “Falling for Anthro” commences today, and the brand will continue to showcase campaign assets featuring Phoebe Tonkin throughout the Fall season.
Throughout the season, the brand is set to utilize campaign assets showcasing Tonkin in various marketing activations across multiple platforms, including social media, out-of-home advertising, Digital TV, and in-store events.
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