HANRO’s new social campaign celebrates “Real People Street Style” in New York
During Fashion Weeks, HANRO of Switzerland teamed up with famous top photographer Nigel Barker of America’s Next Top Model fame on a “real people” casting call and street style photo shoot in New York City.
The #HanroStreetStyleProject celebrates the stand out street style of six trendsetting New Yorkers, selected by top photographer and fashion personality Nigel Barker, known as former year-long judge at the TV show America’s next topmodel, at an open casting call during New York Fashion Week. Barker personally met with hopefuls at the HANRO flagship boutique in New York’s Meatpacking District to get a sense of their individual style and choose those who would star in the brand’s first social media campaign lensed by Barker himself.
The campaign features waitress and bartender Zoe Schwartz, artist Nadeesha Godamunne, law student and blogger Bryan Salvadore, corporate communications consultant Elissa Lumley, event producer Andrew Freesmeier and swimwear designer Ashleigh Puyol.
Barker, a former HANRO model in the Nineties and current customer himself, took time out from his usual Fashion Week duties to get in touch with some real life street style stars. Barker gave his "real people" models advice on how to pose and deliver for the camera.
“I love these sorts projects. There's so much good energy around something like this and I really think we discovered some amazing individuals." Barker shared. “Fashion isn’t just about what editors, stylists, photographers, and models think is stylish. It’s really something we all have the chance to interpret and put our own spin on. That’s what street style is all about. Great style is born out of an expression of individuality.”
The European luxury heritage brand HANRO chose to cast ‘real people’ in its first social media campaign to both engage with their customers on a more personal level and highlight the brand’s ready-to-wear styles.
“We saw this campaign as a great chance to really tap into the vibrant energy and tremendous creativity of our customers and our online community.” explained HANRO’s US President Jan Snodgrass. “We truly had no idea, when we started, how the whole thing would come together. We put out the casting call through our social media channels and asked everyone to come and show us what street style means to them.” he continued. “The result was amazing. That organic element of the process was part of what made it so exciting. We don’t normally get to see what happens to our clothes after they leave the store, how they get styled or how they fit into an individual’s life…so this project turned out to be a really meaningful interaction. It’s something we hope to continue to explore and we see it as a great stage to tell both our brand story and those of our customers."
Best known for its luxury intimates and sleepwear collections, HANRO of Switzerland also retails several ready-to-wear suited collections, including sumptuous knits, sporty yoga and athleisure apparel and luxe loungewear. HANRO’s products have been heralded for their understated luxury, natural elegance and incomparable quality. The six stylish winners of the casting call browsed racks filled with options from HANRO’s current and upcoming collections to select the street style outfits they wore in the campaign and then added items and accessories, from their own closet, to truly make the looks their own.
The winners each received a $500 gift card, as well as the opportunity to be photographed by Barker on the streets of New York City. The campaign will launch across HANRO’s social media channels and online sites in the next weeks.
All images of the street style shoot are here available for download in high resolution.
COMPANY INFORMATION - ABOUT HANRO:
HANRO of Switzerland – Pure luxury on skin! HANRO is an international luxury brand for lingerie, daywear, nightwear and loungewear for ladies and men. Ever since it was founded in 1884 by Albert Handschin and Carl Ronus in Switzerland, the company has stood for Understated Luxury, natural elegance, and garments which are a pleasure and comfort to wear. HANRO products are marked by highest quality standards and excellent craftsmanship. The careful development of unique materials from natural fibers, ingenious designs and decades of tradition, combined with technical innovations, are what make HANRO such a distinctive brand. HANRO products are produced almost exclusively within Europe. In 1991, HANRO joined the Austrian Huber Group. Today, HANRO can be found at the most exclusive stores in almost 50 countries.
ABOUT NIGEL BARKER:
Nigel Barker is an internationally renowned photographer, author and filmmaker born in London. He served 17 seasons as photographer and judge on the hit TV show,America’s Next Top Model, which aired in over 140 countries, and hosted Oxygen Network’s modeling competition series, The Face, starring alongside Naomi Campbell. Barker is now the host of SiriusXM’s Gentleman’s Code, which airs live every Tuesday at 1PM (ET) on SiriusXM Radio Andy Channel 102 and will host a new five-episode reality competition series Top Photographer with Nigel Barker airing this November on AdoramaTV. Drawing upon his 20+ years of experience in the fashion and beauty industries, he has published two books—The Beauty Equation, published by Abrams, and his latest book, New York Times Best Seller Models of Influence published by Harper Collins. Nigel lives in New York City with his wife and their two children.