Screen shot 2011-07-12 at 8.14.12 AM Screen shot 2011-07-12 at 8.14.12 AM

Rocawear Re-Imagines Its Brand And What It Means For Women

Our most recent Vixen Day Out landed us at the Rocawear Style Suite which featured a preview of the brand's new style! However, among the men's wear, it left us with one burning question: What does these mean for the new women's collection? So we tapped Jameel Spencer, CMO of Rocawear, to explain how the company plans to re-imagine the brand. He chats about the new campaign, how our culture isn't limited to "urban" any longer and who the Rocawear woman truly is.

What is the direction of the new Rocawear campaign?
How we communicate the brand. In the past, you could put an ad with a celebrity in a magazine and reach your customer. Now, we are creating Youtube videos, launching a social networking campaign on Facebook and our own blog, as the direction of the current campaign is a call to action challenging customers to re-imagine the Rocawear brand. We realize Rocawear’s a brand that’s been in existence for 11 years, catering to a customer that thrives on newness; there can be some natural brand fatigue. That said, we feel like we have done an incredible job of evolving the brand and our product as our customer has evolved, and we are challenging people to experience our evolution.

Specifically, what is being done differently in a creative sense to stray away from the "urban" stigma?
The notion of “urban” as a negative stigma is more semantics than anything else. Nike is a brand that reaches the same customer as Rocawear, yet no one is eschewing the negative stigma that customer is shining on them. Ultimately product is king and how that product is communicated in terms of marketing is a close second. When the brand was launched, product placement in music videos helped make the brand successful. Fast forward 10 years later, the internet is a big part of our media mix. What remains consistent is the movement the brand represents: The sense of empowerment and discovery of the finer things in life as a result of that empowerment. People love Rocawear because it comes from a guy who is the American dream personified, and their appreciation of how Jay-Z realized that dream on his own terms. If that’s urban, then we’ll embrace that all day. I don’t think culture works that limited anymore today. It’s more inclusive and our product and campaign is executed with the necessary taste level to communicate that inclusive nature.

In your words, who is the Rocawear woman?
The Rocawear woman is a young woman who is working towards making her mark on the world, but like all women, cannot clearly be defined by any short amount of words. She comes from a diverse number of backgrounds but is bound together by the universal fact that she likes to be seen and is unapologetic in that regard. She can run the gamut of rocker chic to sexy preppy as she will not be put into a box. She is similar to the Rocawear man, in that she plans to make her mark on the world on her own terms.

What Rocawear pieces are must-haves for women?
The Rocawear denim in general is consistently a must-have for women as well as everything from the Rocawear/Hellz Bellz collaboration. Murder!


Ladies, can you rock with Rocawear's new image?

From the Web

More on Vibe

Tommaso Boddi/Getty Images)

Kelly Rowland Says Her Highly-Anticipated Project Is "Definitely Coming"

Six years ago, Kelly Rowland released her fourth studio album titled Talk a Good Game. The project boasted hit singles like "Kisses Down Low" and the transparent "Dirty Laundry." Now, the Houston native is preparing to release a project that'll surely satisfy fans' patient earbuds.

In an interview with Billboard, Rowland shared her hopes for putting out a new body of work and the pressure that she's encountered since she's been in the studio. "This is by far the longest, most pressure-filled process ever, only because I know what it's supposed to be and I have been so hard on myself. I know it," she said. "And it's the first time I've said it out loud. I've been extremely hard on myself. But it's definitely coming, and I'm more so excited about this project than anything else."

The news follows the recent release of Rowland's "Kelly" track, which was met with critical acclaim in November 2018. In addition to preparing the release of new music, the "Motivation" singer discussed fans' wish for a Destiny's Child reunion. The rumors have been fueled by social media photographs of Rowland with either Beyonce or Michelle or all three, especially during Beyonce's past Coachella performance. But Rowland assures readers that it's not what they think.

"It's so funny. I guess every time people see us together, they just see music but I see sisterhood, and that's what we are and that's what me, her, Michelle [Williams] and Solange and I are. People see us all together, they immediately think music. I'm like, no. Just family." As Rowland previously mentioned Solange, she hopes to one day work with her again.

"I'm a huge fan," she said. "I love her writing and how detailed and particular she is. I always wanted to figure out how the heck she has so many different layers of harmonies when she is constructing these vocals, and it's so complex but simple. It's genius. It's the genius in her genius mind that she has in there." One of the last times the pair collaborated was on Rowland's "Simply Deep" track off her debut solo album of the same name. Solange also penned a few songs off the same project. Fast forward to 2016, and Rowland's vocals were featured on Solange's iconic A Seat at the Table.

Continue Reading
Gabe Ginsberg/Getty Images

Teyana Taylor To Pay Homage To Ballroom Culture In "WTP" Video

Teyana Taylor aims to keep her hot streak of innovative videos coming thanks to this recent announcement. Taking to Instagram on Wednesday (Jan. 9), the "Gonna Love Me" singer will show adoration to ballroom culture in the visual for "WTP."

Directed by Gregory "Beef" Jones, The Aunties Inc., and Taylor herself, the Harlemite takes viewers on her journey to the expression-filled space where she hopes to rack up 10s across the board from a group of judges. The premise of the video also seems to follow a mockumentary format airing on a fictional network named FEMTV. Alongside Taylor, other men and women get ready to display their talents and confidence on the ballroom floor.

"WTP" is featured on the mother-of-one's sophomore album, K.T.S.E., which was released in June 2018. While the rollout's controversy didn't entirely muddle the excitement behind the project's debut, Taylor said she was sold on the idea that her album would be treated as the biggest out of G.O.O.D. Music's string of releases last year.

"I didn't know ahead of time that there wouldn't be any singles or visuals. But I knew that it was going to be the five-album thing," she said during a HOT 97 interview. "[Kanye] wanted [my album] to be last, he wanted mine to be the biggest. That's the way they sauced it up. I was sold."

The video will debut on Jan. 19. Check out the teaser below.


View this post on Instagram


👀 1.19.19 👀 #WTP Directed by @teyanataylor & @ogbeefjones @theauntiesinc 🙏🏾🙌🏾🙏🏾 The wait is ALMOST over. 😏 @museumofsex

A post shared by Jimmy Neutch- Shumpert (@teyanataylor) on Jan 8, 2019 at 6:32pm PST

Continue Reading
Getty Images

Trina Braxton’s Ex-Husband, Gabe Solis, Dies After Battle With Cancer

Gabe Solis, the ex-husband of Trina Braxton, lost his battle with cancer, Thursday (Dec. 20),  TMZ reports. He was 43.

Solis passed away at his home in Texas, surrounded by friends and family, according to the outlet. No official details have been released about his passing.

Solis had reportedly been keeping his cancer battle private. His death came as a shock to his loved ones. On Friday (Dec. 21), Braxton seemingly mourned the loss of her ex-husband with a cryptic Instagram meme reading, “I need a hug..E bottle of wine.”

The former couple tied the knot in 2003, and appeared together on previous seasons of WEtv’s Braxton Family Values. Despite finalizing their divorce in 2015, Braxton and Solis confronted lingering issues from their marriage during an episode of Iyanla: Fix My Life, earlier in the year.

Braxton has since moved on to a new relationship, but remained friends with Solis.


View this post on Instagram


A post shared by Trina Braxton (@trinabraxton1) on Dec 21, 2018 at 9:49am PST

READ MORE: Phaedra Parks To Join 'Braxton Family Values' Cast

Continue Reading

Top Stories