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The outdoor brand ELHO is celebrating its comeback with great momentum. This October 2024, the brand, which was regarded a pioneer of functional outdoor fashion in the 70s to 90s, is launching a new collection. With ELHO Freestyle, a line specifically designed for the next generation is being launched – one that embodies agility, a spirit of adventure, flexibility, and, not least, a fashion-forward approach.
The man behind the successful relaunch of ELHO is Donald Schneider. The award-winning creative director has already planned and implemented global campaigns with Karl Lagerfeld and Beyoncé for major brands such as H&M.
The former art director of French Vogue recognized the appeal that still lay dormant in the ELHO brand and acquired the worldwide brand rights. Together with a team of industry professionals, he developed ELHO Freestyle. “To be creative, you always have to be a little ‘on edge,’” says Donald Schneider.
Donald believes that the next trend will be to combine performance and functionality with cool style, or fashion. He is committed to launching ‘game changers’ – with reference to his hugely successful idea for ‘Karl Lagerfeld x H&M’ in 2004 – the first major global designer collaboration that marked the beginning of today’s era of brand collaboration.
With his agency, he specializes in realizing collaborations with fashion and lifestyle brands, as well as celebrities such as Beyoncé, David Beckham, and Kendall Jenner.
For Donald, the ELHO brand is more than just fashion - it stands for an attitude to life that combines adventure, freedom and creativity. The new brand ambassador embodies precisely this mindset: freestyle skiing world champion Andri Ragettli. The multiple freestyle ski world cup winner is the perfect choice for ELHO Freestyle. He is not only an athlete, but also a social media star who inspires millions of followers with his spectacular stunts. Ragettli was actively involved in the development of the new collection and tested the pieces under extreme conditions.
ELHO Freestyle’s first collection for Fall/Winter 2024/2025 offers everything you need to survive the cold months – warm and in style. With bio-based materials and a focus on durability, ELHO Freestyle sends a strong message against fast fashion.
A highlight of the collection is the exclusive ‘Jean-Michel Basquiat x ELHO’ art-inspired capsule collection, spectacularly fusing art and fashion. This first collaboration between the artist and the brand will be followed by further sensational partnerships – there’s much to look forward to.
“Collaborations are my favorite. Occasionally, brands approach us that have never done a collaboration before, and we start with initial discussions about a possible course of action. The first question is almost always whether the era of brand collaborations is coming to an end.
In response, I always tell them that, especially in fashion but also in lifestyle, there used to be two seasonal campaigns with cost-intensive productions and around six to eight photos. These were used everywhere, in every magazine, and on every billboard for the following months, until the next campaign came along.
Has anyone ever wondered whether the time for campaigns is over? Indeed, the times of seasonal campaigns have also changed... Our relationship with these large seasonal campaigns has only changed with the rise of social media, because remaining relevant today requires much more content than before. And that’s precisely where collaborations come in, because they have replaced such big statement campaigns and now generate what statement campaigns used to generate: attention,” says Donald Schneider.
And how exactly did the Karl Lagerfeld collaboration come about? We wanted to know: “I got a bit bored creating campaigns with a top model in front of a white background. I wanted to do a campaign where people would talk about the product, not just the model.
So I came up with an idea: let’s create a campaign where we spend all the money on a high fashion designer who creates a special collection, instead of on a top model. It was immediately clear to me that in order to really make a game changer, we had to go to the number one designer for it, and that was simply Karl Lagerfeld.
Then we received a reply: Yes, but he certainly wouldn’t want to do anything for us. I knew him well and had worked with him many times before, during my time as ‘directeur artistique’ at French Vogue. So I suggested that I could ask him, and I did. Lagerfeld replied within a second: “Wow, that’s the future,” says Donald Schneider (via Fashion United).
GoSee : donaldschneiderstudio.com + elhofreestyle.com
31.10.2024
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Jristian Cruz Limsico, Global Creative Director and Brand Consultant at KARL LAGERFELD, presents the F/W campaign photographed by Chris Colls here on GoSee.
Titled ‘HOW DO YOU DEFINE AN ICON?’, the campaign emphasizes Karl Lagerfeld's enigmatic personality, which continues to resonate in the fashion world and beyond. The imagery captures the essence of the brand and explores the contrasts Lagerfeld loved: black and white, minimalism and high impact.
The campaign features social media and TikTok star Calum Harper, actress and activist Raya Martigny, and fashion muse Kat Q. Each shares what the word ‘iconic’ means to them – for Calum, it’s expressive, for Raya, it’s resilient, and for Kat, it’s legendary. The campaign also showcases model and former ballet dancer Alyda Grace.
Under the creative direction of Jristian Cruz Limsico, the brand identity of KARL LAGERFELD is continuously evolving. With extensive expertise in marketing communication and visual concepts, he and his team create captivating stories that resonate with audiences and strengthen the prestigious position of the brand. A native Australian, he began his career as an art director for GQ and VOGUE Australia. He spent many years as the art director at TOMMY HILFIGER and then another six years at PVH Corp., where he served as the creative director for Tommy Hilfiger Global and Calvin Klein Europe.
GoSee: How did you visually balance Karl Lagerfeld’s iconic contrasts (like black and white, minimalism versus high impact) with the unique personalities of the models?
Jristian Cruz Limsico: Karl Lagerfeld was a master of visually balancing contrasts in his designs, often using black and white as a foundational palette to create impactful looks and collections. This duality allowed him to emphasize the minimalism of his fashion while still making a high-impact statement.
We approached casting the same way Karl Lagerfeld played with contrast in his designs. The collection itself was quintessential monochromatic with pieces that blend Parisian-chic sophistication with modern sensibility based on the brands rich archives, which when teamed with these incredible personalities, the resilient Raya Martigny, Kat Q with her discerning eye, and the adorable Callum Harper – makes for such a statement. The Karl Lagerfeld team along with our stylist Samia Giobellina handpicked silhouettes that match their personal style. The clothes are not just worn, but become a lived experience celebrating the individuality of our talent.
How does the choice of models, with their diverse backgrounds and personalities, reflect the vision of the KARL LAGERFELD brand?
Jristian Cruz Limsico: Karl Lagerfeld championed the concept of individuality and self-expression, and the brand’s mission is to honor and perpetuate that rich legacy. My team and I dedicated ourselves to curating diverse talent who really own their narrative. They each embody distinct qualities and exude self awareness as opposed to faux confidence. It’s thought like this in the process that makes for an homage to Lagerfeld. This methodology embodies his spirit while aligning with Karl Lagerfelds’s core values. This is very important to the house – that we work in a way that keeps with his thinking. Diversity isn’t just about representing different backgrounds, it’s also a chance to showcase underground perspectives. By doing this, we create a powerful dialogue that reflects who Lagerfeld in essence was – a visionary who believed in the power of personal stories and the beauty of authenticity.
The campaign focuses on personal definitions of the word ‘iconic’. How does this complexity shape the brand's evolution in today’s fashion world?
Jristian Cruz Limsico: As fashion is shifting towards inclusivity and individual expression, which means we can resonate with a broader audience by embracing diverse interpretations of what makes something iconic. The idea of "iconic" is no longer limited to a singular vision but instead encompasses a range of styles, influences, and cultural backgrounds. This versatility allows the Karl Lagerfeld brand to experiment and build collections with diverse consumer tastes in mind. All the while maintaining the signature aesthetic associated with the ICONIC man, Karl Lagerfeld.
Today’s fashion consumers increasingly value authenticity and personal style over traditional notions of luxury. By aligning it with the unique perspectives of individuals, the Karl Lagerfeld brand can remain relevant and aspirational. This shift emphasizes how the brand can empower consumers to define their own iconic looks, aligning with their own expression of self-identity. What we want to do is acknowledge the complex, varied definitions of ‘iconic’, while navigating an evolving fashion landscape, ensuring its relevance while honoring its illustrious history. We want the Karl Lagerfeld brand to thrive in a world where personal expression and inclusivity are at the forefront.
What was it like to work with such a renowned photographer like Chris Colls, and how did his artistic vision influence the final result of the campaign?
Jristian Cruz Limsico: Chris and I have worked together several times in the past. His ability to blend contemporary aesthetics with a cinematic feel, brings such a unique dimension to his images and to this campaign. Chris promotes a strong synergy between fashion and photography. His ability to experiment with angles, settings, and poses helps craft a visually striking set of images that reflect the spirit of the Karl Lagerfeld brand. The final result reflects a blend of Chris’ vision and Lagerfeld’s timeless aesthetic. Much more than advertisements, the images are artistic statements that celebrate both high fashion and the uniqueness of the individual, affirming the brand’s commitment to personal definitions of style.
GoSee karllagerfeld.com & jristianlimsico.com
02.10.2024
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When you’ve got Gisele Bündchen and Toni Kroos in front of the lens as testimonials for a fashion campaign – that is definitely something you want to take a closer look at. Why all the fuss? Because MARC O’POLO just kicked off its biggest brand campaign in company history on 29 August.
“As the world’s most iconic supermodel, Gisele Bündchen is known across the globe as a nature lover and activist, a family person and a health enthusiast, while Tony Kroos, the most successful German soccer player of all time, has played for Real Madrid for more than 10 years and just recently also at EURO 2024. They both live and breathe our values, which makes them a perfect match for our brand,” says Maximilian Böck, CEO of Marc O’Polo SE.
“They are the ideal testimonials to further increase our brand awareness and relevance internationally while expanding our market share, for menswear in particular. Gisele inspires us to be the most sustainable version of Marc O’Polo. Being on set with Gisele Bündchen was an absolute highlight and a moment I’ll never forget. I’m incredibly proud to have personally interviewed her, which has resulted in such a beautiful video. Gisele Bündchen’s passion for sustainability not only touches our hearts, but also inspires us to make a positive impact each and every day. Her unwavering commitment to this cause is perfectly aligned with Marc O’Polo SE and our vision for a better future,” says Susanne Schwenger, Chief Product Officer at Marc O’Polo SE.
The womenswear strategy is focused on iconic photography featuring Gisele Bündchen. The goal was to create the Marc O’Polo ideal, the best version of the brand – a fusion of the perfect model with the cinematic yet intimate aesthetic of talented photographer Lachlan Bailey and the sustainable, timelessly modern, high-quality and natural Fall/Winter 2024 collection.
For menswear, Marc O’Polo has taken a slightly different approach. It is centered around an image film driven by emotions from the world of soccer and by the strong personality and compelling story of Toni Kroos. The campaign claim ‘Quality Defines Us’ might as well be straight out of the Toni Kroos playbook – after all, he has been bringing this level of quality to the playing field for decades. Quality Marc O’Polo as been synonymous with for even longer. The film by Director Jonas Lindstroem starts on 26 September 2024.
The activation measures driving both communication strategies make this campaign the biggest brand activation in the history of Marc O’Polo. At the core of the media campaign is an international full-funnel digital campaign that is expected to generate more than one billion impressions. Eye-catching OOH measures across key European cities, including giant posters in Rome and Madrid, are designed to increase brand relevance. The campaign is based on a compelling and comprehensive POS presence via shop window and facade banners, in-store activations, sustainability installations and POS events, both in Marc O’Polo stores and, above all, at all retail partners, including La Rinascente, El Corte Inglés, Magasin du Nord and Breuninger, among many others.
CREDITS
GISELE BÜNDCHEN
PHOTOGRAPHY Lachlan Bailey
STYLING Geraldine Saglio
HAIR Shay Ashual
MAKEUP Mark Carrasquillo
CREATIVE Marc O’Polo
PRODUCTION Made in Germany / Select
TONI KROOS ‘Quality Defines Us’
START 26 September 2024
DIRECTOR Jonas Lindstroem
CAMERA Rina Yang
STYLING Dogi Nesanir
CREATIVE Marc O’Polo
PRODUCTION Iconoclast
Marc O’Polo – Founded in Stockholm in 1967 upon the principle of using only natural materials, MARC O’POLO is today an international brand for casual fashion. Being a sustainable label determines the company’s every decision and action to this day. Headquartered in Stephanskirchen, Germany, Marc O’Polo SE is represented in 41 countries through its online stores. Around 2,000 retail and franchise partners alongside the company’s own stores represent the brand throughout Germany and in 60 countries around the world.
18.09.2024
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