Over the past year and a half, British-based retailer Karen Millen has successfully implemented a major rebranding transformation to appeal to hip, younger customers, both in the U.K. and worldwide. Following the recent openings of two major flagships (one in Knightsbridge and the other on Fifth Avenue here in Manhattan), the contemporary label kept up its momentum last week by teasing the trailer to its new Fall ’14 campaign video, titled The Journey, featuring a mysterious, red-haired leading lady, which elicited the response: “Who’s that girl?”
Today, the full film debuts here on Style.com, where KM is revealing none other than up-and-coming actress Sophie Turner (who is best known for her role as Sansa Stark on HBO’s Game of Thrones) as its face of the season. The brand assembled a creative dream team for the project, including director-photographer Glen Luchford; stylist Katy England; and It Brit models Rosie Tapner, Lara Mullen, and Brogan Loftus, who explore the vibrant East London neighborhood alongside Turner, wearing pieces from the latest collection. “The idea behind the campaign is to bring our brand world and our woman to life. It is designed to give an evocative snapshot into the energy and creativity of London, where our inspiration is drawn from and the KM atelier is based,” explained Gemma Metheringham, KM’s chief creative officer. “The KM woman has both style and substance: She’s memorable, with a strong character. Sophie is not only very talented, but she also has a great personality and powerful energy, in addition to being incredibly beautiful.”
To coincide with its #KMTheJourney campaign, the retailer will also host a pop-up at its Brompton Road location for six weeks beginning September 1. There, it will offer a curated selection of 15 statement-making fall coats that shoppers can customize in a variety of luxurious fabrications. Below, Turner took time out of her busy filming schedule (in addition to currently shooting season five of GOT in Belfast, Ireland, the talented 18-year-old will also appear in two forthcoming films, Barely Lethal and Alone) to chat with Style.com about her Karen Millen campaign, personal style evolution, and more.
How has your opinion of Karen Millen changed since working with them on the new campaign?
When I was growing up, I always saw Karen Millen as a resource for women who were a bit older. Since I started going into their stores more over the past few years, I’ve realized it’s for people of all ages, and actually a really cool brand that I can believe in, so I jumped at the chance to be a part of their campaign when they approached me.
What was the chemistry like with the creative team on set in East London?
I had so much fun during the two days we shot. The director, Glen [Luchford] was just incredible. He’s been behind so many awesome campaigns—like Calvin Klein and Yves Saint Laurent—so I couldn’t believe I was actually working with him. And with Katy [England] behind the styling, we really had the best of the best on this team. It was kind of funny because we were in the middle of London shooting a fall film on what had to be the hottest day of this summer. I was wearing this huge puffy coat and—not to sound gross—but there was definitely sweat dripping down my back.
Speaking of coats, what were some of your favorite items you wore for the shoot?
I absolutely loved that black faux fur coat I’m in when they finally show my face toward the end of the film. I could see myself wearing it casually or for a really posh night out, and it would be perfect for both occasions. The clothes are so versatile, and I will be mixing and matching them with pieces from the ’80s and ’90s that I’ve been swiping from my mother’s closet.
In general, can you describe how your personal style has changed over the years?
I’m pretty young and still trying to figure out—with the help of my stylist, Alex Breed—what my signature style is. Some days I want to look like a hipster kid, and then other days I want to be prim and proper. I really wish I had, like, seven lives so I could go from being a hipster one day to a punk the next. But that’s the great thing about fashion. In a way, it’s like acting, because you can try on all these different roles. When I was younger, my mum used to dress me in, like, lime green leggings with a matching neon jumper and hair scrunch, so I’d say I’ve definitely progressed since then in terms of style.
Aside from Karen Millen, what other brands are you a fan of?
There is so much British talent out there now. Matthew Williamson has always been a favorite of mine, and I am definitely also rooting for up-and-coming designers like Michael van der Ham. I’ve been to two fashion shows before, for Roland Mouret and Christian Siriano, and hoping I can get a break from filming to see some of the shows next month in London.