vero moda pre/spring 2014 - Danish Fashion Institute

VERO MODA
PRE/SPRING
2014
FASHION IN STILL LIFE
VERO MODA is entering a new season with a fresh new take
on its image campaigns.
We have become used to associating Danish high street
brand VERO MODA with the “it” girls of the world. Alexa
Chung and Poppy Delevingne have adorned the brand’s
image campaigns in the past, and now the brand has taken
a new approach, moving the brand itself to the forefront of
its communication.
Katja Hundrup, International Head of PR and Image at VERO
MODA, explains:
“We have been very proud to work with some of the world’s
most talented and stylish women. They have added their
own personal glamour and style to the mix, and it has been
a real pleasure,” she says of the previous campaigns.
“Next, we needed a new look-and-feel and, being based in
Denmark, we used some of the cultural traditions we have
here as steppingstones. I looked at Vilhelm Hammershøi’s
paintings of rooms, and found it extremely fascinating how
your imagination is sparked when you peek into a room.”
playful and in love with fashion. We wanted to work with
two models – not only to get some interaction, but also to
show different faces and attitudes. We are extremely happy
with our choice of Cheng and Jules.”
SET DESIGN AND MODELS
Katja Hundrup explains: “We worked with a set designer,
who thought up this space that we could fill with life,
dreams and fashion. Our aim was to create a room which,
even though it was modern, would also be inviting. We wanted to let the models be the only moving elements. To have
a still life of sorts.
Our choice of models reflects VERO MODA: being young,
Please contact katja.hundrup@bestseller.com for
further information
The campaign launches on 01.01. 2014 across Europe.
Images are available free of charge for editorial use.