Birkenstock is launching its first locally-inspired summer time marketing campaign, mixing German heritage with South African aptitude to showcase a scorching assortment towards a backdrop of vibrant color and daring patterns.
Picture provided: Cassandra Twala
South Africa is a nation of color, sample, and texture, and the summer time marketing campaign options three native tastemakers: designer and cofounder of Moea Design Cassandra Twala, ImprintZA founder and artistic director Mzukisi Mbane, and vogue disrupter and artistic Yasmin Furmie, who deliver their distinct aptitude and creativity to the marketing campaign in an genuine method.
Birkenstock didn’t have to look far for a sample to characteristic within the marketing campaign. The answer was discovered beneath its ft on the outsole, the place the trademarked Birkenstock bone print seems on the underside of each sandal. This stamp of originality is the proper basis to deliver a South African twist of color and texture to life within the model’s summer time 22/23 in-store, digital and social media platforms.
The trio of South African personalities featured within the marketing campaign have been chosen for his or her distinctive fashion and artistic contributions, every showcasing how they fashion their Birkenstocks and the way the model’s values resonate with them.
Twala believes vogue and luxury go hand-in-hand, mixed with a way of timelessness and high quality in materials. “Issues needs to be created to final.”
“It’s key for individuals to narrate to a product in a language they perceive,” says Mbane. Together with his designs being featured in Vogue Italia and having graced worldwide runaways, Mbane understands the worth of localisation.
Picture provided: Mzukisi Mbane
Furmie believes the remainder of the world is seeking to South Africa for inspiration in all artistic points of life: “We’re so culturally numerous, but by some means, we handle to fuse this range so superbly. We are able to additionally inform tales in distinctive methods, particularly in vogue.”
The elegant Twala steps out within the Massive Buckle Gizeh and Arizona, which can be found in each nubuck and velvet. The Massive Buckle Assortment options this summer time’s hottest colors, fuschia and beryl, along with basic Birkenstock colourways.
Picture provided: Yasmin Furmie
Daring, assured and but comfy greatest describes Mbane’s fashion philosophy in addition to his selection of the Arizona Desert Buck in sandcastle. This season’s Desert Buck Assortment additionally options the Kyoto in sandcastle, black and burnt clay, in addition to Arizona in roast.
Styled to shock and delight, Furmie makes the back-strapped Milano and close-toed Boston her personal with distinctive, layered styling. Shiny white, one in every of this season’s freshest colourways, is obtainable in an array of types and finishes, all with the enduring Birkenstock footbed.