A renewed focus on brand-defining styles put into a modern context by one of the leading creative talents is the visual statement for Spring / Summer 2017.
With the addition of an external team of Art Directors a journey to editorialize BIRKENSTOCK begins with the Spring / Summer campaign. A renewed visual language is defined by Dan Tobin Smith - he creates the still life photography for Apple among a list of clients.
Dan Tobin Smith has over a decade of experience working as a photographer specializing in installation and still life photography. His work has been commissioned by clients across the fields of fashion, music, publishing and advertising - from Numéro, Wallpaper*, Acne Paper and Document Journal; to Absolut, Alexander McQueen, Nike, Louis Vuitton and Johnnie Walker.
'We wanted to bring a focus to our key styles like the Arizona, the Gizeh sandals but also showcase our largely untapped closed shoes category' says Chief Marketing Officer Yvonne Piu.
A striking new layout deletes any unnecessary graphics, allowing for a sole focus on the product and branding that appears exclusively on the product itself. These iconic products do not require any claims or explanation. The campaign reflects on the wide appeal of BIRKENSTOCK. It will appeal equally to a younger client that has just discovered that the BIRKENSTOCK footbed and stylish shoes go together perfectly as well as the traditional client that has been a loyal BIRKENSTOCK wearer for many decades.
A confident, focused approach that sets the tone for a dynamic year ahead. BIRKENSTOCK has entered the Bedding / Home category at the furniture fair in Cologne this month, is set to launch an extensive NATURAL CARE cosmetics line later this year and will start to build a global press agency network in all key markets starting February 2017.
The BIRKENSTOCK Spring / Summer 2017 campaign will break internationally in March issues, including W Magazine, ELLE USA, NYT.com, WWD, CR Fashion Book, Fantastic Man as part of a new global partnership with Zenith Optimedia.
