Rakuten launches 'Not So Clueless' campaign with outfits by Christian Siriano

By

Jennifer Braun

Published
Feb 7, 2023

Cash back and rewards shopping platform Rakuten unveiled on Monday its 2023 Big Game campaign 'Not So Clueless', featuring actress Alicia Silverstone.

Silverstone reprises the iconic Cher Horowitz role in a campaign that will air during the first quarter of the Super Bowl on Sunday, February 12. The campaign taps into nostalgia for 90's pop culture, as it reimagines the classic film's famous debate class scene where Cher tackles the topic "why everyone should shop Rakuten for the greatest savings."

For the campaign, award-winning CFDA designer Christian Siriano was enlisted to re-imagine Cher's iconic yellow plaid suit, as well as three additional Clueless-inspired looks that will make their debut during his show at New York Fashion Week: The Shows on Thursday, February 9.

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"As we set out to make our second Super Bowl campaign, we knew we needed a big breakthrough idea that telegraphed shopping. When we saw the concept for 'Not So Clueless,' we immediately loved how clearly it communicated that Rakuten is the place to save when shopping, while also tapping into the hyper-relevance of current '90s trends in culture," said Vicki McRae, senior vice president of brand, creative and communications at Rakuten. 

"Clueless has had a long-lasting impact on the fashion community so it was natural to extend our campaign into this year's Fashion Week with Christian Siriano. Christian's authentic relationship with Alicia and love of Clueless led to a beautiful partnership that is not just fashion forward - but also helps continue to drive awareness for Rakuten among shoppers.”

Siriano's yellow plaid set along with his three Clueless-inspired runway looks will be part of the 'Christian Siriano x Rakuten Giveaway' available exclusively for Rakuten members. As part of his partnership with Rakuten, Siriano has equally curated Rakuten's 'Not-So-Clueless Edit', where shoppers can earn cash back by shopping Siriano's exclusive picks of Clueless-inspired fashion looks.

"I'm such a big fan of Clueless, and Alicia is one of my dear friends, so imagining the 2023 version of her most iconic look in Clueless for Rakuten's ad was a dream come true," said Siriano. 

"I hope the joy I felt going back in time with Alicia on set shines through in my picks for 'The Not So Clueless Edit', and that everyone feels inspired to live out their wildest Clueless closet dreams."