Lingerie label Wolford adopts new tone for Spring/Summer 2019 ad campaign
The advertising campaign for Austrian hosiery and lingerie label Wolford’s Spring/Summer 2019 collection is a celebration of #truecharacter. The idea is to show that Wolford brings out the best in women, in all circumstances. Like in the picture below, with two models on a satin bedspread fighting for a red phone, clad in fishnet stockings, stiletto heels and striking (faux?) fur.
The campaign was lensed by star photographer Ellen Von Unwerth, who has a long list of celebrity photoshoots and magazine covers for the likes of Vanity Fair, GQ and Elle under her belt. Von Unwerth’s openly acknowledged inspiration, Helmut Newton, is also a nod to Wolford's history since, over the years, the German photographer has taken care of many campaigns and calendars for the Austrian label. The CEO of Wolford, Axel Dreher, commented that “to surprise and sometimes provoke isn’t something new, it’s part of Wolford's DNA.”
The campaign videos are featured at Wolford’s 117 monobrand stores and on the label’s website, alongside the products of the Spring/Summer 2019 collection. From January 2019, Wolford will introduce a new interior design in two stores in Paris and one in Amsterdam.
The new-look communication style, more offbeat and colourful than before, is part and parcel of Wolford’s redesigned brand identity. The lingerie label recorded a 14% revenue downturn in the first quarter 2018, from May to July, following a series of organisational changes. Besides the decrease in quarterly sales, which were down to €25.01 million, Wolford also posted a €7 million loss. Last May, Chinese group Fosun acquired a majority stake in Wolford, with a 50.87% shareholding.
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