Alice + Olivia, the $50M youth clothing brand -as worn by vampire buddies Ashley Greene and Kirsten Stewart, of Twilight fame – is hitting the road. The ‘Making over America’ tour sees a team of top stylists making their way across the US in a 1970’s airstream motor home, kicking off with an appearance at the Bonnaroo Music and Arts Festival.
It's a grassroots initiative that could seem generic if it wasn’t for the addition of an added altruistic ‘fashion for a cause’ agenda. The bus plans to stop at various locations across the southeast to help people affected by recent flooding to rebuild their wardrobe. “It’s much more real than online, it’s personal,” said Stacey Bendet, the company’s founder. “We’re trying to do something good while doing something for our business."
The tour bus acts as a pop up shop and concept store all in one, targeting key locations (such as colleges) where brand uptake is likely to be strongest. The cause related element ensures the road trip activation is seen to have an empathetic purpose beyond mere marketing, highlighting how fashion can be more than just about the individual and bring the high end brand back down to earth.