×
32 555
Fashion Jobs
L'OREAL GROUP
l'Oreal Usa, Retail IT Systems Administrator
Permanent · New York
L'OREAL GROUP
l'Oreal Usa, IT Senior Manager, SEO & Site Performance Lead
Permanent · New York
L'OREAL GROUP
l'Oreal Research & Innovation, Vice President & Patent Counsel
Permanent · Clark
MARSHALLS
Loss Prevention Detective
Permanent · Denver
TJ MAXX
lp Detective
Permanent · Williamsport
TJ MAXX
lp Detective tj Maxx-Downtown, Brooklyn
Permanent · New York
TJ MAXX
lp Detective
Permanent · Williamsport
TJ MAXX
lp Detective Atlanta Ponce Deleon
Permanent · Atlanta
HOMEGOODS
lp Detective
Permanent · Danvers
HOMEGOODS
Loss Prevention Detective
Permanent · Los Angeles
PUMA
Manager, People Development & Organizational Learning
Permanent · Boston
PUMA
Analyst ii, Business Solutions
Permanent · Westford
BATH & BODY WORKS
Asset Protection Analyst - Bath & Body Works - Columbus, oh
Permanent · Columbus
ROSS STORES
IT Manager ii (Workforce Management)
Permanent · Dublin
ROSS STORES
District Manager- dd's Discounts
Permanent · San Antonio
ROSS STORES
IT Manager ii (Application Management Support)
Permanent · Dublin
ROSS STORES
IT Manager i (Portfolio Process Management)
Permanent · Dublin
RAG & BONE
Sales Supervisor (Full-Time) - Sawgrass
Permanent · Sunrise
ESTÉE LAUDER
Retail Beauty Sales Coordinator - Estee Lauder - Full-Time - Orlando And Tampa, fl
Permanent · Orlando
MAC
Executive Director, Digital & Social Creative Design, Mac
Permanent · New York
TOM FORD BEAUTY
Luxury Retail Sales Manager - Tom Ford Beauty - 35 Hrs - Pacific Place - Seattle, wa
Permanent · Seattle
MAC
Director, Social Creative Design, Mac
Permanent · New York
Translated by
Nicola Mira
Published
Nov 16, 2018
Reading time
2 minutes
Share
Download
Download the article
Print
Click here to print
Text size
aA+ aA-

Lingerie label Wolford adopts new tone for Spring/Summer 2019 ad campaign

Translated by
Nicola Mira
Published
Nov 16, 2018

The advertising campaign for Austrian hosiery and lingerie label Wolford’s Spring/Summer 2019 collection is a celebration of #truecharacter. The idea is to show that Wolford brings out the best in women, in all circumstances. Like in the picture below, with two models on a satin bedspread fighting for a red phone, clad in fishnet stockings, stiletto heels and striking (faux?) fur.
 

A picture from Wolford's new ad campaign - Wolford


The campaign was lensed by star photographer Ellen Von Unwerth, who has a long list of celebrity photoshoots and magazine covers for the likes of Vanity Fair, GQ and Elle under her belt. Von Unwerth’s openly acknowledged inspiration, Helmut Newton, is also a nod to Wolford's history since, over the years, the German photographer has taken care of many campaigns and calendars for the Austrian label. The CEO of Wolford, Axel Dreher, commented that “to surprise and sometimes provoke isn’t something new, it’s part of Wolford's DNA.”
 
The campaign videos are featured at Wolford’s 117 monobrand stores and on the label’s website, alongside the products of the Spring/Summer 2019 collection. From January 2019, Wolford will introduce a new interior design in two stores in Paris and one in Amsterdam.

The new-look communication style, more offbeat and colourful than before, is part and parcel of Wolford’s redesigned brand identity. The lingerie label recorded a 14% revenue downturn in the first quarter 2018, from May to July, following a series of organisational changes. Besides the decrease in quarterly sales, which were down to €25.01 million, Wolford also posted a €7 million loss. Last May, Chinese group Fosun acquired a majority stake in Wolford, with a 50.87% shareholding.

Copyright © 2021 FashionNetwork.com All rights reserved.