The latest SS18 collection and the accompanying campaign show that a sense of humour and distance combined with freedom and joy are elements which distinguish House in the fashion world. The brand’s actions, addressed to young people who like to look fashionable and appreciate intelligent wit, just like in the previous productions, lean towards catchy slogans and strong insight. This time all the lights are turned, literally and with a pinch of salt, towards clothing, because all our life revolves around clothes.
The House SS18 collection is a mixture of the latest trends and must-haves in a casual edition. The woman’s collection in the spring-summer season combines an urban, somewhat street look, designer shapes borrowed from the 1990s and a rave climate straight from summer music festivals. In the collection there are girls’ dresses – a preview of the upcoming Celebration line – a woman’s suit and funky denim clothing in classic blues, pastel and off-white shades – jackets, distressed gilets, skirts with holes and holiday shorts with fruit embroidery. The expressive Sportleisure line, a combination of high fashion designs with styles from with best fitness clubs, is a response to the trends of the fashion capitals of the world.
A strong accent to the women’s collection is prints. Allover floral motifs cover shirt dresses, and the tropical designs on the parkas and raincoats are a fashion hit this spring. House stylists advise that the patterns would be the main point of the outfits – for the bold the total version, combining various patterns with each other and for the more conservative, when one “exemplary” styling element comes to the foreground. Peas, stripes, huge roses and delicate vegetable accents are fashionable.
For men, House has prepared a free sports look, but in a modern, urban setting. Casual t-shirts with funny prints combined with colourful shorts are a base on which a fashionable young man will build an outfit for the city, for a party and for a holiday festival. Jeans are an important element of men’s wardrobe, but in a refreshed, lightweight version – shirts with airy denim and comfortable shorts make the base for spring outfits. The Worldhood line is also worth noting – a trend inspired by freedom, travels, energy coming from the most exotic corners of the world. Sweatshirts and t-shirts with Oriental graphics are the perfect choice for holiday travellers.
The SS18 collection is accompanied by communication campaign with the perverse slogan #whyalltheseclothes? It consists of photos and a video based on the idea of clothing as the closest companion of human daily life and components that are present in the life of each person. The 45-second spot is based on a fun concept, in which the narrator goes to the presented world and conducts a playful dialogue with the characters of the video, perversely commenting on their struggles with everyday life to find the answer to the question #whyalltheseclothes?
The duet of Krzysztof Kosz and Kuba Bujas who are permanently associated with the LAF agency are responsible for the concept behind the campaign and the realization of the campaign spot for House along with operator Kamil Płock. Next to the video, the campaign communicates 15 pictures taken by Bartek Wieczorek, photographer of the year for Elle 2017. Each photo is different a different variation – a response to the campaign’s question and contains other slogans that start with the words *JUST BECAUSE. Answers, consistent with both the video as well as the ambiguous image on the photos, are a great fun form, a comical way of treating the concept, a play of meanings and an innovative approach to fashion, which we can have fun with and treat literally.
The SS18 campaign, like previous House brand productions, is multidimensional and versatile. Its big advantage is the connection of the digital and offline world through cooperation with influencers and a competition available on the website housebrand.com. To participate in the competition you need to upload to the website a photo that will be a creative response to the campaign’s slogan #whyalltheseclothes? and finish this sentence: Just because… (Just because to always play with fashion).
Agency: LAF Artist Management
Photography: Bartek Wieczorek/LAF
Creation and directed by: Krzysztof Kosz i Kuba Bujas/LAF
Operator: Kamil Płocki
Makeup Artist: Iza Kućmierowska/Complete Production
Models: Sabina Wrotny/Neva, Anna Cholewa/D’Vision, Jan Borkowski/AMQ Models, Stanisław Bielawa/D’Vision,
Styling and production supervision: Marketing House
LPP SA is one of the fastest growing clothing companies in the region of Central and Eastern Europe. For over 25 years, the company has been continually operating in Poland and abroad, achieving successes in the demanding clothing market. LPP SA manages 5 fashion brands: Reserved, Cropp, House, Mohito and Sinsay. The company has a network of more than 1700 sales salons and on-line shops of their brands in 11 European countries. LPP creates jobs for about 25 thousand people in offices and sales structures in Poland, Europe, Asia and Africa. The company LPP SA is listed on the Warsaw Stock Exchange as part of the WIG20 index and belongs to the prestigious MSCI Poland Index.
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