In an unusual series of partnerships, fashion designer and former Liz Claiborne creative director Isaac Mizrahi is launching a fashion line with General Motors to be sold exclusively on daily deals site LivingSocial as soon as late September.
The line, “Malibu Style,” is part of a broader effort to gear up enthusiasm for GM’s 2013 Chevy Malibu among women ages 25 to 45.
Mizrahi told Adweek that the line was inspired by the vehicle itself. “One of the things I was inspired by was a blue light that emanates from the dashboard,” he said. “It’s just sexy.”
Print ads, as well as online video and display units featuring a fashion-talking Mizrahi are accompanying the campaign. The ads will appear over the next three months in the magazines and websites owned by Time Warner, including People and InStyle. The automaker has also launched a dedicated Facebook tab featuring the videos. GM told Adweek it does not plan to promote the tab through any paid placements on Facebook. (The company famously pulled all of its paid advertising from Facebook in May, just days before the latter’s IPO.)
Mizrahi, who got his start in the more expensive tiers of fashion retail, is no stranger to high/low collaborations. In 2002, he launched a clothing line with Target that was quickly expanded to accessories, home goods and pet products.
LivingSocial has only recently extended its offerings from services, like facials and gym memberships, to goods with the launch of LivingSocial Shops. Like Gilt Groupe, the Washington, D.C.-based startup appears to be looking to promotions to further monetize its subscriber base, which now numbers above 60 million.
