Revealing data

New York – E-commerce brand Lyst has released its first advertising campaign, produced in partnership with creative agency Anomaly.

• Since 2010, Lyst has been combining data science and fashion
• ‘The campaign celebrates the power of beautiful fashion imagery and intelligent insights into the behaviour of fashion consumers’ – Lyst CEO and co-founder Chris Morton

‘Rubber Up New York’ is the message of one of 10 glossy images shot by fashion photographer Charlotte Wales. You might think Lyst has the sexual health of the city in mind, but the ad is based on the insight that male New Yorkers spend 25% more on rubber-soled shoes than women do on high heels.

Other tongue-in-cheek examples include ‘Get a Wax’, based on data that reveal searches for ‘wax’ and ‘high-shine jackets’ have increased by 114%, and ‘Get High’, which highlights the fact that New Yorkers are buying half as many high-waisted skirts as Londoners.