the PIPELINE: Style on Tap

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• June 29, 2009 11:26 AM
• News

Girly Boutique Intermix Rebrands With Edgy New Image and Campaign

By Xiyin Tang

These days, seems like Alexander Wang has replaced Marc Jacobs as coveted cool, and "It" girls—with their effortless mish-mash of high/low style—are deemed more stylish than the Tinsleys of yesterday. So, naturally, Intermix, once the pristine pink boutique of all things you could imagine on Ms. Mortimer herself, is now intent on rebranding. And to start, they've launched their first-ever ad campaign, which features black-and-white images embossed against a colorful font that embodies the graffiti or street culture of New York. But does edgy and gritty work for the boutique we associate more with Chloé than with Margiela? Guess we'll figure it out in July, when the ads launch...more likely in your issue of PAPER, rather than Vogue.

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