Happy to finally release the collaboration with Scandinavian underwear giant SLOGGI I have been working on for the past month.
Sloggi asked a selection of European bloggers to reinterpret Sloggi underwear as part of their #sloggiicons campaign. I happily took the invitation because I love brands that have an old heritage and I simply love creating content, plus, when I was a teen, the Sloggi campaigns always stuck with me for some reason. I decided that I wanted to create content that was inspired by something very current and tried to take Sloggi completely out of the perception you may have when you think about this European underwear giant.
Inspired by Drake’s ‘Nothing Was The Same’ album cover I wanted to make a culture reference to youth and young girls anno 2014 who love emotional rnb music and linking them with the 4 most classic (read: oldskool) Sloggi briefs. By incorporating the main color blue which is embedded in Sloggi’s brand image we created 4 different and abstract sceneries, each one inspired by drakeweather.com, a viral ode to Drake’s ‘Nothing Was The Same’ album cover that virtually travelled the world and was made by 3 guys from Belgium. Every girl stands for a different Drake weather mood and song reference.
In charge of the scenery and graphic direction of the images was my creative assistent NANA ESI MENSAH, who took on this very challenging job of pulling something out of it’s usual context by creating something out of the ordinary with a basic element that is simple, basic, white underwear.
I named this collaboration ‘Nothing Was The Same’ because I aimed to create content that - hopefully - leads into a perception of Sloggi where ‘Nothing Was The Same.’
TOO MUCH FOGG
Chau is wearing the Sloggi 100 brief with Basic bra.
shoes: Vans // Watch: Swatch
Alexandra is wearing the Sloggi Double Comfort Bra + Tai Brief.
Shoes: Nike Airmax
MAKE IT RAIN (ALL SPRING)
Odette is wearing the Sloggi Invisible Hipster brief & Invisible Bra.
Laurence is wearing the Sloggi Basic Brief & Basic Bra.
Shoes: Palladium // Tote: Filippa K
Watch: Swatch // Earrings: Ek Thongprasert
This collaboration with Sloggi was a huge learning experience and would have been impossible to execute without the help and enthusiasm of my team:
Sloggi Photographer: Niels Ditlev
Camera + DOP: Sander Vandenbroucke
Scenography + Creative Assistent: Nana Esi Mensah
H&MU: Adelien De Puysseleyr
Models: Alexandra // Chau // Laurence // Odette
S/O to Champagne Papi !! ;)