This spot is a key component of the Kohl’s “10 Years. 10 Moments” campaign celebrating the retailer’s 10-year relationship and partnership with fashion designer Vera Wang.
Feature filmmaker Luca Guadagnino (A Bigger Splash, I Am Love, Call Me by Your Name) directed the :30 via production house Little Minx for agency Peterson Milla Hooks (PMH).
The campaign highlights 10 everyday moments from the lives of beautiful women who’ve been touched by Wang The creative work is representative of both brands focusing on universal moments experienced by relatable women—varying shapes, ages, backgrounds—with the style dreamed by Wang and delivered by Kohl’s. This centerpiece spot starts with Wang in a moment of inspiration, pivoting to a series of vignettes depicting a single point of time in the lives of various diverse women.
The points range from a woman lounging comfortably to a close-up of an expectant mother’s growing belly, as Wang’s voice plays in the background highlighting the underlying innuendos through phrases such as “We Drifted,” “We tied the knot,” and “We created something new.”
