VAGABOND IN NEW EXPRESSION
The brand Vagabond, one of Sweden’s largest fashion exporters has chosen to work with top international names in the spring campaign. The aim is to clarify the brand both internationally and domestically.
Clara Paget and Billy Huxley are the stylish characters that present themselves and their view of shoes in the campaign videos and print ads, signed by the Stockholm-based ad agency Frankenstein Studio. For Vagabond it was important to find credible protagonists with their own style who can bring out the core brand values and ambition.
”Both Clara and Billy are inspiring personalities with a straightforwardness that reflects their personal style,” says Marie Nilsson Peterzén, Creative Director at Vagabond.
Swedish Vagabond with headquarters in Varberg, is one of Sweden’s largest fashion exporters with a turnover approaching €70 million annually.
”We have a wide product range and with spring’s campaign film, we wanted to clarify our look and the part of the collection that drives us forward. We are inspired by people like Clara and Billy – we know we are a part of our customers’ everyday lives, which keeps us both humble and dedicated.”
The campaign was filmed and photographed in an industrial estate in Shoreditch, England, and will appear in Scandinavia, England and Germany among others. Photographer was the fashion photographer Joan Braun, who has previously worked for brands including Givenchy and Dior, and the images will appear as display materials in house and within external stores.
Vagabond can be found internationally in chain stores Urban Outfitters and Office, and at department stores including Selfridge’s, stylish French Mood and Italian Stiù.
So, onto the shoes then! Spring shoes from Vagabond are at times a flirtatious glance at modern classics. Updated versions of the nineties shoes inspires; platforms, sports and rough soles. Season focused sandals with and without heels are represented, as well as metallic colors. On the men’s side, there are classic lace-ups, both in soft suede and leather, loafers, shoes with monk – button closure and slip-on sandals. Colors are mainly in brown, natural and blue. Trainers for both women and men with a clean design are an important marker for the season, inspired by the earlier models from the Vagabond archives.
Creative Director: PONTUS FRANKENSTEIN
Photo still: JOAN BRAUN
Photo film: OLIVER S KNAUER
Models: CLARA PAGET and BILLY HUXLEY
Producer Frankenstein Studio: ANN-SOFI OSVALD
Art Director Frankenstein Studio: VICTOR PYK
Stylist: NAOMI ITKES