As the brand new Sofia by Sofia Vergara collection for Kmart hits stores this fall, so does its fun and innovative advertising campaign featuring Vergara's boundless energy, great sense of humor, and bold style. Just like the collection itself, the print and television ads were designed with real women in mind who want to feel confident and sexy- women who, as the tagline says, "Work What You Got."

"The whole idea was about channeling Sofia who has this fabulously distinct and infectious confidence. She's sexy and gorgeous for sure, but she's also got this tremendously funny, non-seriousness about her which we wanted to make sure not to lose in the campaign," said Courtney Vincent, associate creative director of advertising firm, Peterson Milla Hooks (PMH).

The print campaign, shot by famed photographer Norman Jean Roy, was captured in an intimate indoor setting, a brownstone in Brooklyn, N.Y., which lent a warm and personal tone to the photos. Clad in highlights from the collection, Vergara posed throughout the private home with key direction from Roy to ensure each shot conveyed both the essence of her character and collection.

The commercial spots took a different route and emphasized the versatility of the collection by utilizing advanced digital technology to feature Vergara morphing into women of different body types. Each woman lip synced to Vergara's voiceover track while projecting her confident and sexy persona.

 

Read More about  Sofia by Sofia Vergara collection for Kmart @ Fibre2fashion

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The final day of Perth Fashion Festival (PFF) 2011 has arrived and will celebrate its closing with one of its biggest shows, the 25th anniversary of Western Australian fashion powerhouse Wheels & Dollbaby.


Last night featured the third and final Fashion Designer Capsule show including One Fell Swoop, Zhivago, Ange Lang and Zsadar. It was followed by the final runway show at Fashion Paramount for 2011 - S2.


It was a night of ‘firsts’ for Perth Fashion Festival with local designers, Zhivago and Zsadar, making their catwalk debut at Fashion Paramount and PFF 2011 International Model Search winner Shanae Millar walking for Ange Lang in Designer Capsule #3.


S2 wowed crowds with its strong aesthetic and theatrics.


Spotted front row was PFF 2011 Face and supermodel Nicole Trunfio, cricketer Mitchell Johnson and wife Jessica Johnson, fashion illustrator Pip McManus, designer Alvin Fernandez, radio presenter Em Rusciano, Troy and Sophia Barbagallo and footballer Ryan Crowley.

Read more about S2 wows crowd at Perth Fashion Festival @ Fibre2fashion

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