The shift from a traditional jersey brand to a casual contemporary
fashion brand to broaden the market potential.
Insight – Objective
The shift from a traditional jersey brand to a casusal contemporary fashion brand to broaden the market potential.
Concept - Strategy
Charge the labels image by creating campaigns working with and featuring upcoming icons of the international lifestyle culture who are related to fashion (i.e. art, design, film, music).
Output - Impact
All campaigns lead to a sellout of the featuring campaign products, a significant revenue push in online sales and to a massive international media coverage (i.e. Harpers Bazaar USA, Vogue Germany, Glamour Germany, Grazia Germany...).
Print Circulation in total: 5 Million
Page Impression in total: 20 Million
Event & PR Concept
The directors bureau
Mikki & the Mouses
Annabelle Dexter Jones
Art Basel Miami
2011 – ongoing
Germany, Austria, Switzerland