NEW YORK — Kmart is changing its approach to fashion with a new campaign focused on individual style rather than name brands or trends. The campaign, titled "Money can't buy style," will debut this fall and will feature non-actors in Kmart looks they've created themselves.
The new campaign, created in collaboration with Peterson Milla Hooks (PMH), will include 20 people in a variety of pieces from the fall 2011 Kmart collections, selected and styled by each individual. The 20 people were chosen from around the country by Kmart for their individual style, the company reported.
"Our goal is to get people to look at Kmart apparel differently," said Tara Poseley, president apparel at Kmart. "We took a fresh approach in our campaign with a message that truly embodies what Kmart does best -- making the aspirational attainable. We have great fashion that we're not getting credit for today. We hope the campaign will get people to consider us for what is a very compelling brand portfolio."