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.
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