Gilt unveils new fall brand campaign, #GiltLife

By

Obi Anyanwu

Published
Sep 26, 2016

Gilt on Friday launched #GiltLife, the new 360-degree fall brand campaign featuring model Alessandra Ambrosio, actress Kate Bosworth and chef and restaurateur Marcus Samuelsson.

 
The three stars feature in custom video spots that capture each living their own #GiltLife. The campaign also includes 17 campaign images, sponsored content and a pop up townhouse in New York City.
 
The first video spot focuses on three young women embarking on a road trip to a country house. Additional video spots will release on September 29, October 3 and October 5 featuring Bosworth, Samuelsson and Ambrosio, respectively.

The pop up townhouse, the #GiltLife House, is a luxury, four-story townhouse that showcases lifestyle products through events such as classes, exhibitions and performances centered on fashion, food, fitness, weddings, beauty and wellness and travel among others.

The participating brands that will be featured at the pop up include Bermuda Tourism Authority, BULLDOG London Dry Gin, Crayola, exhale, Fiddler on the Roof, Chef Chris Fischer, The Prisoner Wine Company, Safavieh, SCOPE Art Show, Sony Entertainment & RED Distribution (musical performances), and Chef Michael White and Altamarea Group. The events will begin on September 30 and will run through October 8.
 
In January, Hudson’s Bay Company acquired Gilt for $250 million and aimed to use the New York City-based flash sale website to compete with Nordstrom’s off-price business Nordstrom Rack. Gilt opened its first-ever retail location at Saks Off 5th Manhattan to offer customers a real-time flash sale experience.