Menswear fashion specialist WORMLAND presents this season’s trendy must-haves in its HUMAN NATURE campaign.

Fashion photographer Tony KELLY c/o GoSee member LILA MANAGEMENT realised the shoot for WORMLAND. Tony is well known for his provocative and witty visual language held in bright colours. And this is exactly how he portrayed models Mat Gordon and Polly Brown with style and a 'Twinkle in the Eye' on Aynhoe Park, a county estate in the English county of Oxfordshire for the new WORMLAND campaign.

The result is a series of inspiring pictures, which benefit both from the interaction between the models and the exotic animals & extravagant props – let alone the interesting surroundings of the estate. Summer and shopping at its best!

“The most important thing when it comes to shoots like this is having the perfect team”, says Dirk Koeberle, Creative Director and Head of Marketing Communications at WORMLAND. “We had the pleasure of working with amazing personalities for this campaign shoot and had lots of fun, which should be pretty evident when glancing over the results”.

Mat Gordon is one of the most popular male models in the world at the moment. Forbes Magazine ranked him second on a list of the most successful lads in the business. He already worked for Gucci, Versace, Missoni and Karl Lagerfeld and is also the face of the 'One Million' fragrance by Paco Rabanne. The female counterpart in the campaign is none other than Polly Brown, who has already been a part of countless fashion series in several international magazines, such as Instyle, Glamour, Grazia, etc. Tony Kelly is also an experienced fashion campaign photographer and his list of clients includes American Apparel and Mini.

In addition to the campaign shots, the production also resulted in the creation of an image film plus a handful of making-of videos. The in-house WORMLAND TV channel shows the models, the photographer, the stylist as well as make-up artist Kenny Campbell at work. The exclusive backstage clips can be found on the website as well as on social media platforms, such as Facebook, Google+ and Youtube.

Furthermore, the website has also launched right in time for the season and sports a fresh, summery look. It's not only the style that's new, but also the site's structure, which was optimised in coherence with the user requirements. However, the look book remains firmly in the foreground: expressive images and motion picture sequences showcase the new collection.

HUMAN NATURE’s spring/summer looks can be found on large-format pictures in all eight WORMLAND stores in Munich, Cologne, Hamburg, Hanover, Frankfurt, Essen, Dortmund and Bremen and supports the presentation and introduction of the new fashion collection. The campaign combines the visual presentation in stores with the application of pictures and videos of the new styles on the Internet as well as traditional print media.

WORMLAND fashion magazine was printed and sent to customers in time for the season's start in March 2012. Furthermore, fashion advisors integrate the magazine into their sales activities in store. Multi-page adverts and leaflets in popular fashion magazines such as GQ-Style (print circulation: 90,000), L’Officiel Hommes (print circulation: 64,000) and Teaser Magazine (print circulation: 20,200) further promote the new WORMLAND looks.

These magazines are also handed out to the customers in-store as exclusive give-aways. By means of QR-codes in the print products, the customers can directly access the online look book or Wormland TV from a smartphone or tablet. QR-codes contribute an innovative axis to the merger of on- and offline media. WORMLAND already impressively proved that it works during the spring 2011 'Identify Yourself' QR campaign.

And that is not all: more WORMLAND campaign shoots will be released in the online look book and the newest edition of the print magazine in April 2012.