BIRKENSTOCK is a universal brand, worn all over the world, by all parts of society, regardless of status, age, gender or race. The concept of quality and function, health and wellbeing are translated in its iconic footwear and new categories that express the lifestyle associated with the brand.
After the portraits with the legendary Grace Coddington and the founders of i-D Magazine Terry and Tricia Jones, Jack Davison, the artist captured new motifs on a search from Shenzhen, China to Seoul, Korea, seeking true originals and stories of Birkenstock and their owners.
The concept remaining identic – authentic personalities, captured in their own environment without any styling or briefing. Individuals shot in their very own Birkenstocks, their favorite pair – convinced wearers. A well-worn Birkenstock becomes part of the daily life of their owner for many years, they become part of your story. Again, no current product is featured in the campaign, sending a reminder about the importance of being one’s authentic self.
For the Asian series, Birkenstock invited Yoo Ah-in, a South Korean actor, and a renowned contemporary Chinese artist, Zhou Li to join this long-term campaign.
Yoo Ah-in is a celebrated South Korean actor who has played a series of impressive leading roles in films, such as Burning, Veteran and Mourning. He is not only popular in the big screen, but also in the fashion world. He goes completely outside the box, who is forever appealing and forever refreshing. He is fierce and bold with a strong attempt to break the boundaries as an actor and yearn to try out more interesting identities. He is someone who would like to go against the trend of times. In the Birkenstock portrait, Ah-in showed his most natural side with minimal styling. Birkenstock does not need much else to confer the owner’s attitude. The comfortable Arizona is Yoo Ah-in’s most favorite style of daily wears. For this campaign cooperation, Ah-in believes it’s a wonderful experience, “Birkenstock has been with me for many years, I feel more relaxed than ever when I am dressed in their shoes, this cooperation is a new experience for me.”
Zhou Li is a renowned contemporary artist from Hunan. Her lyrical abstract paintings capture her acute sensory observations of the world: lightness and shadow, solidity and dissolution, the sense of being. For the shoot with Birkenstock, she laid her focus on the ease and comfort shoes brought. “Birkenstock means comfortable, close and enduring companion. The shoot with Jack Davison was full of surprises. Jack not only has a great eye for the uniqueness of the character, but also is efficient with choice for the scenes and execution,” Zhou said.
Further portraits are set to appear in November issues for this long-term campaign that is set to appear in global print titles.
