It's been years, probably since high school, since I've been able to view XOXO with any kind of seriousness. But it looks like the brand is trying to change all of that.

Lily Aldridge is the star of a new video campaign by XOXO and between the music, the production and of course, Lily, I almost forgot my former associations with the brand. I assume this is the beginning of a major overhaul. If so, I'm looking forward to seeing where they take it.
Wow, all of that from a 30 second video. What a difference a bit of savvy marketing can make. 

Click on the image above and see for yourself.