Pennsylvania-based outdoor brand Woolrich has tapped Ms. Lauryn Hill for her first ad campaign, which was styled by Mel Ottenberg and shot in Harlem by Jack Davidson. In addition to the campaign, Hill had design input on items in the collection, some of which are screen-printed with graphics pulled from Hill’s 1998 game-changing album, Miseducation of Lauryn Hill.
For another album touch point, the campaign was shot in the same Harlem theater where Hill shot the visual for “Doo Wop (That Thing).”
“The opportunity to work with Ms. Hill was the perfect start to our ongoing ‘American Soul’ project, highlighting Woolrich’s American heritage,” said Andrea Canè, creative director of Woolrich. “We wanted Ms. Hill to bring her unique artistic eye to the product and DNA of the brand so we invited her to put her own spin on these classic Woolrich styles, reflecting her interpretation of ‘American Soul.'”
Hill is the first artist tapped for Woolrich’s new “American Soul Since 1830” campaign series, which will be made up of creatives who have made a mark on the American music scene.
Shockingly, the campaign marks the first time L-Boogie has been featured in an ad campaign. Hill’s daughter Selah Marley is a working model and she’s been featured in multiple campaigns,including Givenchy, Chanel, Ivy Park and Chanel.
Check out campaign imagery below and for old time’s sake, Hill’s visual for “Doo Wop (That Thing)” below.
Lauryn Hill for Woolrich
“Doo Wop (That Thing).”