￼￼￼VERO MODA FALLING FOR PARIS
For the coming autumn season, Danish high street fashion brand VERO MODA stepped out in the city of lights and fashion capital of the world – Paris.
As far as VERO MODA is concerned, fashion is not just about trends, fit and cut; it is a social affair as well. VERO MODA fans across the globe share and enjoy fashion with friends, and this means that fashion is seen as much as an activity as a way of expressing who you are. Celebrating friendship, and bringing “us” back into a world that has become more and more centred on “me”, for three seasons in a row now, VERO MODA has chosen to pay homage to friendships through its campaigns. Bringing two friends together in Paris was the natural next step.
“To us, Paris is an eternal city, with constant appeal. It is impossible not to fall in love with Paris, and the city is nothing if not iconic,” Thomas Bay, International Marketing Manager at VERO MODA, explains. “The story of the campaign is just as iconic: two friends in Paris, enjoying the early autumn, shopping and taking in the city together.”
The images were shot mainly in St Germain; in the nostalgic streets where it is impossible to guess what treasures await you around the next corner.
The campaign is a return to autumn, and focuses on how this particular season is a favourite among fashion-loving girls, since textures, layers and a more personal style become possible again after the simpler dressing for summer.
Two stars on the Danish modelling scene have been cast for the campaign: Victoria’s Secret Angel Josephine Skriver, 22, whose modelling career has really taken off and who currently lives in New York; and Caroline Brasch, a catwalk favourite among the leading fashion houses and a darling for editorial work.
The VERO MODA design team has translated the trends of the season into single pieces and entire looks, open to personal interpretation. A return to folk, where different textures and materials interplay beautifully and a slightly wider silhouette is framed by fitted jackets and slender jeans. A bit of Rock Chic is thrown into the mix, ensuring that the overall look does not end up being too softly outlined. Taking us into August and September, a minimalist take on the Sixties dominates, and outstanding pieces create entire looks.
The campaign encompasses a social dimension and will include tips on Paris shopping, travel and hot spots on veromoda.com as well as interviews, a look behind the scenes and competitions.
You can find the campaign and the styles in stores and online from July through to September 2016.