News // 38 News by THE GARAGE
On 1 June 2018, the new AIGNER "WUNDERKAMMER" campaign officially kicked off the Fall/Winter 2018 season. Curiosities, antique relics and mystical treasures – the miraculous chambers of the late Renaissance and Baroque eras inspired AIGNER Head Designer Christian Alexander Beck in creating the new collection. The multifaceted collection was artistically interpreted in the campaign and realized in collaboration with THE GARAGE and well-known London-based multimedia artist QUENTIN JONES.
QUENTIN JONES' work is marked by an assembly of different elements into unique collages, which are consistently conceived for all media channels. The large number of patterns from the AIGNER collection, the special designs of the AIGNER bags and the progressive styling served as the basis for the artistic process. The patterns were individually altered and edited for the collages.
Plus, ANNA JAGODZINSKA was photographed by Quentin Jones in Paris, integrating her perfectly into the collages. The shots for the film production with a stop-motion look to go with it were also made during the shoot. From the start, we designed the concept and worked on a cross-media basis so that the look of the campaign is represented in all measures and across all media channels such as print, online, POS and the usual social media channels.
In the catalog for the Fall/Winter season, the motifs together with the still life images of all product lines from bags, fashion, accessories to jewelry, sunglasses and shoes form a harmonious synergy which offers insight into the entire world of AIGNER. The still life photos were realized by Munich-based photographer team FELIX BRANDL and JENS UTZT.
Extravagant leather looks, trendy sweaters or fringed looks paired with unusual bag models are still front and center, but are underscored by the artist's signature illustrations. The result is a composition with something to discover for the viewer again and again – in combination with the designs, the styles unfold their full effect. Artistic realization as well as cross-media conception of the campaign reflects the zeitgeist and manifests the modern and international orientation of the AIGNER brand.
From THE GARAGE, CEO and CD Nick Stasch, Art Director Mischa Bakman and graphic designer Daniel Fuchs were in charge of realization. We are delighted that NICK STASCH is supporting the GoSeeAwards this year with his expertise in the areas of fashion photography and campaigning.
12.06.2018 // show complete article
Red & white, metallic, velvet, floral prints, Leo & Karo – that's only part of the fashion trends for Spring 2018, which THE GARAGE lively staged against a jungle backdrop with GoSee member Max von Treu for the client BESTSECRET – Europe's most exclusive shopping community.
Models Sofia Forsman (Louisa), Cecilia Gomez (IMM) & Timothé Echelard (Kult) were styled by Lynn Schmidt. Responsible for the hair & make-up look was Arzu Kücük. Retouching was in the hands of Blink Imaging. Responsible from the agency for project management were CD Nick Stasch, AD Mischa Bakmann and Kristina Hulfeld-Wood.
BESTSECRET, a subsidiary of Schustermann & Borenstein GmbH, is active in Germany, Austria, Switzerland, France, the UK, Sweden. Plus, Best Secret GmbH acquired Swiss online clothing retailer FashionFriend.
THE GARAGE is a full-service agency. We develop and create integrated communication concepts, websites, campaigns and corporate design – in all relevant media, both off- and online. Our focus is on lifestyle, fashion and beauty brands as well as fashion retail.
02.03.2018 // show complete article
At AIGNER, the signs all point to love – the Spring/Summer 2018 collection of the label picks up where it left off last season. #AIGNERLOVE focuses on the love of the brand, product and philosophy of AIGNER. The collection is inspired by pop art from artists the likes of Keith Haring and James Rizzi, and the vibe of the 90s can be felt through and through. The campaign was realized with a street style look by THE GARAGE from Munich with Creative Director Nick Stasch, AD Mischa Bakman and Graphic Designer Armin Brenner.
The #AIGNERLOVE campaign was photographed at the Milan Fashion Week this fall in a shoot by street style photographer Tommy Ton with five international influencers: Veronika Heilbrunner (D/A/CH), Stefanie Giesinger (D/A/CH), SooJoo Kim (Korea, Malaysia, Thailand), Ascia (Middle East), and Tatjana (Indonesia). The campaign is appearing in leading fashion & lifestyle magazines in all countries where AIGNER is represented – from Europe to the Middle East and China. A magazine was designed in parallel for which the collection has been redacted. Still life photography was taken care of by the duo Felix Brandl and Jens Utzt.
Playing with contrasts has an important role in the #AIGNERLOVE collection: On one hand, there are lovely designs in bright, clear colors and trendy patterns, while on the other, you can find tough cuts with screws, eyelets and lacings. Alongside a basis of black & White are the highlight colors Candy Pink, Raspberry Pink and Poppy Red plus spots in True Blue, Ultra Green and Sunny Yellow. Following in the history of the label, the well-known – and typical for AIGNER – Burgundy can be seen now and again.
19.02.2018 // show complete article