September 4th this year has seen the launch of the new Reserved campaign promoting its latest autumn-winter collection 2018. This time, the brand has opted for a retro style, musical references to the 1970s, timeless chic and sensual femininity. The main faces of the campaign were Polish actress Joanna Kulig and French influencer and model Jeanne Damas.
After well-received Reserved campaigns with participation of faces from the modeling world such as Kate Moss and Cindy Crawford, the brand has decided to bet on a Polish-French duo. In their campaign titled “I Can Boogie”, Polish actress Joanna Kulig and French influencer fashion Jeanne Damas show off timeless style and Hollywood sensuality straight from the 60s or 70s mixed with a pinch of contrariness. Both form a reflection of the feminine temperament of these times, but also a different, timeless concept of beauty.
It is not without a reason that the main motive of the campaign is the 1970s hit, “I Can Boogie”. The brand’s new collection will mainly refer to retro trends that are seeing another revival in fashion and pop culture. Intense shades of orange, red and brown, charming checks but also classic black are elements that will not be missing in the latest collection.
The campaign’s phenomenal heroines, two diehard and at the same time radically different women – alluring actress of Slavic beauty and a French model form two extreme poles of femininity. The brand aims to emphasize the women’s diversity, their individuality and energy. It is also a sign that the upcoming seasons of the latest Reserved collection offer something special to every lady.
The first chapter of the Reserved campaign, “I Can Boogie/The Show” is a memory of the 70s, when feminine energy mixed with passion and finesse and the stage show were refined to the smallest detail while creating space for improvisation. The Parisian style and Slavic feistiness presented by Kulig and Damas bring out the retro atmosphere of those years.
For this campaign, the brand once again invited Gordon von Steiner cooperating with the largest brands of the fashion industry, such as: Gucci, Prada and Miu Miu. His previous production for Reserved made the 1980s come alive in the brand’s campaign with star Cindy Crawford. This time, the director put on an energetic, feminine dance in the sounds of the emblematic 70s hit, with choreography prepared by Richard Jackson, cooperating, among all, with Lady Gaga.
The next editions of the campaign are coming soon – September 18 and 25.
LPP SA, is one of the most dynamically developing clothing companies in the region of Central and Eastern Europe. For over 25 years, the company has been consistently 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 owns a network of over 1700 points of sale and on-line stores of all its brands and creates employment for approx. 25 000 people in offices and sales structures in Poland, Europe, Asia and Africa. LPP SA is listed on the Warsaw Stock Exchange as part of the WIG20 index and belongs to the prestigious MSCI Poland index.