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featured by ICONIC : Model Clarence HAASTER c/o ICONIC in the SOFT GOAT S/S ‘24 campaign, photographed by Angelina Bergenwall

Captured against the picturesque backdrop of southern France, the SOFT GOAT S/S ‘24 collection brings you a carefully curated selection of clothing that seamlessly blends soft pastels and timeless designs. Without compromising on luxury, the collection invites wearers to make a statement that resonates with the bold, sumptuous aesthetic of summer.

Angelina Bergenwall photographed Clarence HAASTER c/o ICONIC clad in the latest looks – styled by Columbine Smille.

The history of Soft Goat goes back to a dinner in 2010, when the two friends, Stephanie Bergström and Erik Magnuson, started talking about the cashmere sweater Erik was wearing. They thought that the material was both soft and comfortable, but that the prices of cashmere clothes and products were relatively high. They wondered if cashmere really had to be so expensive.

A year later, SOFT GOAT was born. Their main goal, both then and now : to sell quality clothing made from 100 % cashmere online. Using the internet as their sole distribution channel, they’re able to keep prices low – while also creating opportunities to rapidly launch new products.


CREDITS
Model: Clarence Haaster c/o ICONIC
Photographer: Angelina Bergenwall
Stylist: Columbine Smille
Hair & Makeup: Amanda Dahl
Soft Goat Team: Amanda Grahn Pettersson, Julia Hagy, Sofia Karlefeldt, Linn Messman

 
05.03.2024 show complete article

 

‘We want …’ DEICHMANN, Europe’s #1 love brand for shoes, presents a fresh multichannel brand campaign on GoSee News

DEICHMANN wants everyone to be able to afford good shoes. A vision the company is now manifesting in its communication mix to kick off the year – a multichannel brand campaign with powerful imagery. After a strong launch in spring, the campaign will be a fixed part of the communication strategy – to bolster DEICHMANN’s position as Europe’s #1 love brand when it comes to shoes.

Production of the new image campaign is of the usual high quality with a strong focus on fresh ideas and humor. The recurring “We want …,” phrase not only demonstrates DEICHMANN’s confidence, but also the company’s profound understanding of what customers expect and demand from a modern brand. The creative concept complements the marketing plan for the regular seasonal campaigns and promotions, and it adds new emotional appeal to the claim “Because We Love Shoes”.

Responsible once again for creation was Jung von Matt Hamburg. Andreas Conze, Senior Head of Marketing, and Marcel Nawrath, Head of Global Creation & Brand Management, were responsible for creative direction at DEICHMANN. Production was in the hands of Tempomedia with Executive Producer Vera Portz. Nadia Marquard Otzen directed, Mathieu Plainfossé was DOP, Janine Sametzky c/o WILDFOX RUNNING was in charge of photography, and responsible for styling were Lorena Maza (International Fashion Stylist) with Michael Cooper (Stylist). The hair & makeup artist was Neveen Scello.


“The DEICHMANN brand has stayed in tune with the times as a dependable partner to people from all walks of life. We want to express this with a fresh, stylish and confident campaign that is destined to be a talking point. It’s a testimonial to everyone who already enjoys shopping at our stores, but above all, it engages with people who have drifted away or don’t have us on their radar yet,” Sabine Zantis, CMO at DEICHMANN, explains.

With a wide variety of brands, the latest trends, modern stores, online shops and, last but not least, unbeatable prices, DEICHMANN aims to offer the best all-round shoe range for all target demographics. Every campaign touchpoint conveys DEICHMANN’s approachability: “We understand your needs and we’re there for you – whatever your shoe situation”. There are 30” and 20” TV commercials, an online video and social media content in various formats, out-of-home motifs, POS elements and supporting PR in all of DEICHMANN’s European markets.

“With this campaign, we’re also kicking off our first-ever DOOH campaign, celebrating the lifestyle of our target audiences in powerful fashion visuals. While, at the same time, underpinning our brand claim with a tongue-in-cheek narrative to simply offer everyone the perfect shoe at the best price possible. Whether they’re 18 or 81, a father or fashionista,” says Andreas Conze, Senior Head of Marketing at DEICHMANN.
 
06.02.2024 show complete article

 

featured by KRISTINA KORB GMBH : Timeless elegance meets laid-back luxury – Asa TALLGARD c/o KRISTINA KORB photographs for Norwegian women’s fashion label VENDELA WEAR

For Norwegian women’s fashion label VENDELA – named after fashion icon and founder Vendela Kirsebom – Asa TALLGARD c/o KRISTINA KORB photographed the new campaign. Meanwhile aged 56, she is also known as an actress and TV personality, who has appeared on ‘Celebrity Task Force’ and ‘Norway’s Next Top Model’, to name a few.

“I have always been passionate about femininity, fashion and aesthetics. After traveling to all corners of the globe together with fashion designers, photographers, hairdressers and makeup artists, I developed my signature style. I had felt that it was time to create something of my own… From patterns to fabrics, or even cuts and type of fit, I put my heart and soul into every last detail. With the combination of modern Scandinavian design and comfort, I want you to feel beautiful. Whether at the beach, on the street or in a cabin. Wear the clothing feeling proud of who you are,” Vendela, Designer.

Vendela Kirsebom was born the daughter of a Norwegian mother and Turkish father. She was discovered as a model at a restaurant in Stockholm. After graduating, she went to Italy to model, and success soon followed – putting her on the cover of the Sports Illustrated Swimsuit Issue.

10 % of the label’s profits, by the way, go to the organization AkutVakfi, which helps families in crisis regardless of where they come from.

GoSee : akutvakfi.org.tr/en & vendelawear.no & kristinakorb.com
18.01.2024 show complete article