Lyst.com launched its first ad campaign, and the e-tailer is certainly having fun with it. The 10 images were shot by British fashion photographer Charlotte Wales, whose work has previously been featured in publications like Vogue, Pop, and Dazed & Confused. The campaign includes typical fashion shots accompanied by cheeky one-liners. Case in point: a model shot in a Wanda Nylon vinyl and a transparent moto jacket, captioned “Get a Wax.”
Lyst dreamed up the headlines based on their data analytics. “Drop More Acid” urges New Yorkers to shop more acid wash denim—a trend that the site’s British shoppers are said to be devouring, while “Rip Off” is a reference to the sixfold increase in shoppers searching for Velcro shoes on the site.
“Our success to date has been driven by marrying insights from data science with the emotional nature of fashion,” said CEO and founder Chris Morton. “The campaign is a manifestation of this; in it these two worlds are combined in a seemingly dissonant form, celebrating the power of beautiful fashion imagery and the intelligent insights into the fashion consumer’s behavior. As a challenger brand, we wanted to ensure our marketing was as disruptive as our product.”
Expect to see the campaign, which was created in partnership with the agency Anomaly, absolutely everywhere. For the next month, it will appear on billboards in New York and London, as well as in print publications, on taxis, street marketing and, of course, on social media. #LystKnows