GoSee presents the new campaign motifs for the Laurèl Fall/Winter 2016 collection, which was shot by photographer and GoSee member ANDREAS ORTNER with models Dalia Günther and Sany Liriano in Munich. The production was directed by Laurèl’s Head of Marketing & PR and Creative Director Anna Lauerbach, with styling by Nino Cerone.
The title of #backstageforlaurel is deliberately designed to embrace social media channels and encourage customers to become an active part of the campaign. Backstage expresses the unique opportunity to take a peek behind the scenes, share special moments with the favorite brand, and be part of an event as exciting as, for example, a fashion show. The campaign fulfills the wish of customers and fans to experience these “backstage moments” with Laurèl.
The photos were staged to make viewers feel like they are secretly peeking through a keyhole and see where the magic is happening. Littered with props including tripods, spotlights, chairs and canvas, the set conveys the impression that the viewer is on site. Inspired by Peter Lindbergh’s deeply personal portraits of supermodels including Christy Turlington and Linda Evangelista, the images focus on the model’s personality. Who’s that woman? She’s “amazing,” “passionate,” “inspiring,” and just “wow“! Laurèl shows natural beauty, for the first time since long ago with two very different characters, Dalia and Sany. The women are also featured in a series of interviews on the Laurèl blog, in which they reveal more about their lives.
The new campaign will see a 360° launch from June 2016 on all media channels – in print advertising, retail, social networks, and the Miss Laurèl blog. In addition, customers and fans will be encouraged to join in. They will be invited to post their favorite styles for the Laurèl Fashion Show under the hashtag #backstageforlaurel. By taking part, they have the chance to go backstage at the Berlin Fashion Week.
The Laurèl brand was founded in Munich in 1978. Head of Design, Elisabeth Schwaiger, has been creating its distinctive look since 1995. The collections are exported to over 30 countries worldwide and the brand has a global presence with over 1,000 points of sale. The brand slogan “See · Feel · Love” embodies Laurèl’s message of passion, emotion and love of fashion. Women “see” the creations, “feel” them on their skin and “fall in love” with Laurèl.
We particularly look forward to welcoming Anna Lauerbach in person at UPDATE16 on 30 September in Berlin. She will support our GoSeeAWARDS this year as a jury member. Everyone – whether photographer, illustrator, creative director, art producer, stylist, or visagist – has the chance to submit their best works free of charge and have them screened by a celebrity jury. Those who inspire the jurors most will be announced during at the UPDATE16 event on 30 September, which will take place at the Kronprinzenpalais in Berlin. So submit your spreads and inspire Anna with your artwork!
