Nadja Auermann, represented by VIVA Models Berlin, stars in DRYKORN’s new anniversary campaign, “DRYCONIC – 30 Years of Iconic Drykorn Pieces”. To celebrate the German fashion label’s 30th anniversary, the international supermodel joins Lorena Rae Jones, DJ Hell and Lennon Gallagher. Together, they bring three decades of DRYKORN to life – proving that great fashion never loses its relevance, even after 30 years.
Nadja Auermann as the object of desire? Not quite. At the heart of the cinematic campaign by Cannes Lions-winning director Billy King is a chase through the corridors and rooms of a Berlin hotel. Lorena Rae Jones follows Nadja Auermann, seemingly captivated by the German supermodel. But the story takes an unexpected turn: it is not Nadja herself who is the object of desire, but the DRYCONIC coat she is wearing.
With a playful twist, DRYKORN turns one of its signature pieces into the true star of the campaign. At the same time, Nadja Auermann and Lorena Rae Jones bring together two generations of models, joining DJ Hell and Lennon Gallagher to celebrate the label’s anniversary.
30 years of DRYKORN – six iconic pieces reimagined
DRYKORN’s story began in 1996 with a single pair of trousers. Three decades later, the label offers complete womenswear and menswear collections and looks back at its most defining designs with DRYCONIC.
For this carefully curated capsule collection, six signature pieces from the brand’s archives have been selected and reinterpreted for today, featuring contemporary materials, updated proportions and refined construction.
“With DRYCONIC, we bring selected styles from 30 years of DRYKORN into the present. It’s not about reproducing the past, but about evolving iconic designs so that they remain just as relevant today as they were back then,” explains Marco Götz, founder and CEO of DRYKORN.
DRYKORN x Breuninger – celebrating the anniversary in Munich
Since 5 October, the DRYCONIC capsule collection has been available online, in DRYKORN retail spaces and at Breuninger. From 12 October, Breuninger’s Munich flagship store will become a stage for the anniversary collection, featuring a large-scale façade takeover, specially designed window displays and a dedicated DRYCONIC pop-up.
On 29 October, DRYKORN and Breuninger will celebrate the launch together with Nadja Auermann and DJ Hell at a special event in Munich.
With Nadja Auermann, VIVA Models Berlin once again sees one of its talents featured in a high-profile fashion campaign – while DRYKORN proves on its 30th anniversary that true classics don't simply make a comeback; they continue to be rediscovered and reinvented.
