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Zeeman takes the high road
Written by David Eagle
Thursday, 21 July 2011 12:35
We live on the edge of fashion, don't buy into the concept, but like to keep up with what is going on in the fashion world - after all it is all just about clothes that cover our bodies and the statements that these choices make.
Recently at the Amsterdam Fashion Week show, a large statement was made at the expense of some large egos. It was a sublime Urban Guru moment.
Zeeman, a famous Dutch low budget textile retailer, conducted a cunning guerrilla style campaign to prove it's point : fashion does not have to be expensive and the whole concept of brands and high end pricing is a gimmick in itself. They engaged a firm to create some stir around the launch of a new line of clothing to be sold for very little in mainstream clothing chainstores - the end result is quite funny, and well thought out if not an entirely new concept. (this is in Dutch so click on the CC button to get the captions)
The Emperor's new clothes? We can imagine that the company that ran this campaign has probably burned a few bridges.
The eyes of an Urban Guru