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Candie's Announces New Advertising Campaign

From: ASAP


They are young, hip, and at the top of the music charts. And now R&B princess, Ashanti and pop musician, Vanessa Carlton have hooked up with Candie's, Inc. for a new national advertising campaign. This is the first endorsement contract for each of the young stars.

Ashanti's self-titled debut album's lead single, "Foolish," raced up the Billboard chart, entering the Top Ten in March alongside "Always on Time," and "What's Luv?" giving her three Top Ten songs in the same week. Ashanti is the first artist since The Beatles to have her first three singles simultaneously in the first 10 on Billboard's top 100 chart.

"A Thousand Miles," a single from Vanessa Carlton's debut album, "Be Not Nobody" is going into its 5th week at the #1 spot on the Top 40, and Rolling Stone magazine has sited Vanessa Carlton as one of the "Top 10 Artists to Watch in 2002."

Ashanti and Vanessa are the first two artists to be announced in a series of three to appear in the brand's new campaign. The third artist's identity will be revealed early next week. Each artist appears separately in her own print ad that portrays a playful, sexy fashion image with a twist, allowing each girl the freedom of self-expression. The print ads will break in September issues of fashion, entertainment and lifestyle magazines, such as Cosmopolitan, InStyle, Seventeen, and Teen People.

"Ashanti and Vanessa are both huge stars, who have #1 hits, but in different genres of music. The two of them together have captivated America's youth," stated Neil Cole, CEO of Candie's, Inc. "This is a new direction for Candie's advertising, it's still sexy, but we are taking it to a higher fashion level ... but it's not serious fashion, it still has that Candie's 'twist' that will make it memorable to our consumer."

Commenting on how she feels about the new campaign, Ashanti stated, "Candie's is hot. I see a lot of artists that do it, and I'm definitely proud to be a Candie's girl." Added Vanessa Carlton, "One of the reasons I chose to do the campaign is because I love how irreverent the photos are, it's an example to young women to embrace who you are."

The campaign was created by Candie's in-house creative team, and was shot by famed fashion photographer, Tony Duran. The campaign features Candie's Fall '02 footwear, apparel and accessories available at better department, specialty stores, as well as Candie's own retail stores. The company's previous campaign featured music's hottest trio, Destiny's Child.

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