During the 2008 presidential race, BCBGMAXAZRIA wanted to capitalize on the excitement in a way that reflected its customer and design philosophy. I devised the “Vote for Style” campaign in collaboration with our lead web designer, to focus on the distinct styles of five influential First Ladies, framed in context of an identifying quality of each. Inspired by the tradition of campaign buttons, each woman was assigned an aspirational characteristic that reflected her work as First Lady. Customers were invited to visit an election microsite to learn more about each woman, such as her major contribution and cause, as well as vote for their favorite First Lady, shop looks that reflected her personal style and invite their friends to vote.
Each woman’s page featured a description of her cause, style and lasting achievement, plus a quote and specific look for customers to shop. Customers could also read about the possible future First Ladies, Michelle Obama and Cindy McCain. On Election Day, November 4, the results page announced that Jacqueline Kennedy had won the vote.