Ford Division is linking up with Hachette Filapacchi Magazines' Elle and Premiere magazines in a campaign featuring fashions made from parts of its Focus subcompact.
Ten leading-edge designers will produce 40 original clothing designs and accessories for a fashion show at the Cipriani, a restaurant in New York, on Feb. 11 during the city's 'Fashion Week.'
The clothing items will be auctioned on the www.Focus247.com Web site after a simulcast of the event. Proceeds will benefit the Susan G. Komen Breast Cancer Foundation.
Two-page spread teaser ads with all 10 designers will appear in January issues of Elle and Premiere followed by ads incorporating the car and the event in February. Hachette plans to promote the event on its one-block-long billboard on Broadway during January. In March, each of the publications will have a 12-page advertorial showing the original fashions and accessories.
Bob Fesmire, Ford Division's Focus brand manager, said 60 percent of Focus buyers are women, and 25 percent are younger than 25. The event is designed to reach that audience.