Ellen Tracy, which is now owned by GMA Group, a 30-year-old manufacturer and importer of apparel, footwear and fashion accessories, looks to interact with a recent generation of consumers.

Its fall campaign, shot by Walter Chin, was developed by Moses Media.

“I feel if you bring back a brand with a legacy similar to Ellen Tracy’s it’s very necessary to balance the history with the present landscape,” said Deborah Moses, creative director of Moses Media. “Their customer has evolved and the client that’s being introduced to the brand for the primary time must be inspired with an energy they will relate to. And it’s at all times good in case you can bring a smile to each groups, which is what we aimed for. Plus Walter is great with movement and keeping it fresh, youthful and elevated.”

Along with an ad campaign that appears within the December Harper’s Bazaar and across digital platforms, Ellen Tracy is constructing its direct-to-consumer channel, developing a recent digital strategy, and offering exclusive collections.

As reported, Sequential Brands sold Ellen Tracy to GMA in August 2021 for $17 million.

“It was necessary for us at the moment to recast this legacy brand with the identical DNA done to satisfy the needs of those inflationary times,” said George Altirs, president and chief executive officer of Ellen Tracy. “We expect the patron might be pleasantly surprised with Ellen Tracy today knowing she will still discover a down-to-earth viewpoint that remains to be elegant and effortless.”

GMA is expanding categories inside its core competencies through its internal divisions, while also growing with licensing partners. The brand is in greater than 30 product categories.

Premiering at launch is the brand’s first-ever capsule, an exclusive collection of styles specially chosen for EllenTracy.com and Shopbazaar.com. Each item within the capsule creates a straightforward and flattering system of dressing. Starting from pull-on pants, cardigans, turtlenecks and knit tops to hats and scarves, the items are designed to combine and match to revitalize one’s wardrobe. They’re priced between $29 and $99. A recent capsule might be introduced in June. The brand new Ellen Tracy collection includes dresses, blazers and outerwear.