Pam & Gela experiment with digital tactics in Times Square

Los Angeles – Pam & Gela recently decided to venture into new territory this month. After launching e-commerce earlier this year and unveiling the brand to the U.K. , the Los Angeles-based brand’s next steps involve entering the digital realm.

The playful, vibrant mix of clothing the Pam & Gela brand encompasses comes from a background of working at Juicy Couture. Both L.A.-native Pamela Skaist-Levy and New York-born Gela Nash-Taylor were the dynamic duo behind the elevated, edgy label. After selling Juicy Couture to Liz Claiborne for over 50 million dollars, the two have focused more on their California-infused brand: Pam & Gela.

LA brand Pam & Gela expand their company into digital

In drawing more attention to the brand, the two recently just launched their first digital breach into the fashion world. Their contemporary brand’s first marketing technique involves lighting up Times Square in a digital format that allows exposure for their clothing line. The reason for this new type of marketing tactic comes from the versatility of digital campaigns. “In the day when we started Juicy [Couture], there was no e-tail, there was no online, it was all magazines,” Nash-Taylor told WWD. However, as the information age has come, the tables have switched when it comes to advertisements. “Digital felt like today,” Nash-Taylor told the publication. “You can make it move and come to [life.]”

The digital artwork launched Nov. 20 in Times Square featuring vertical and horizontal visual and animation effects. Sophia Banks helped lead in directing the video animation for the ads. The idea was to tell Pam & Gela’s fresh story with a bit of Juicy Couture spunk. “It’s our story,” Nash-Taylor told WWD.

Pam & Gela continue digital after e-commerce launch

The Pam & Gela brand brings in a new fusion of clothing that is both casual and luxurious. The brand is a bit subtler in its style, including t-shirts, dresses, separates, track pants, outerwear, and more. Pieces range in price from 70 to 350 dollars and incorporate a peaceful style in-between coziness and sophistication. The brand’s digital experimentation is Pam & Gela’s latest project.

Although, aside from launching digital projects, the pair have also been busy with other innovations. The two created a book entitled “The Glitter Plan” that tells autobiographical details of their lives. The two spearheaded their way to Europe with a U.K. launch this past spring. Also, Pam & Gela only recently entered e-commerce this year. The brand planned for a flagship in hopes of establishing one before the end of 2016, however the e-commerce was their first priority.

Photos: Wall Street Journal