Lagerfeld Shoots for Rosenthal's ‘Ego' Campaign
Holger Mohr — December 11, 2008 — Marketing
References: rosenthal-ego.de & media.netpr.pl
Karl Lagerfeld photographed these amazing images for the Rosenthal ‘Ego’ campaign. The black-and-white photos of male supermodel Brat Kroenig are showing porcelain from a different view altogether.
The traditional German porcelain manufacturer chose Lagerfeld to create a campaign that would shatter the line from its bourgeois pedigree. Karl Lagerfeld explains:
“By choosing a male model I wanted to play with cliché of ‘becoming bourgeois’ which is associated with a porcelain and crystal dinner service. The man appears to embody the opposite of fragility, of the vulnerability of these precious articles, but perhaps this is just a marvelous illusion.”
The campaign was developed by the Munich new media agency code64.
The traditional German porcelain manufacturer chose Lagerfeld to create a campaign that would shatter the line from its bourgeois pedigree. Karl Lagerfeld explains:
“By choosing a male model I wanted to play with cliché of ‘becoming bourgeois’ which is associated with a porcelain and crystal dinner service. The man appears to embody the opposite of fragility, of the vulnerability of these precious articles, but perhaps this is just a marvelous illusion.”
The campaign was developed by the Munich new media agency code64.
Trend Themes
1. Porcelain Fashion - Opportunity for fashion and home decor designers to incorporate porcelain material into their designs.
2. Gender Subversion - Exploring gender stereotypes through advertising campaigns and creating conversation around perception of masculinity and femininity.
3. Artistic Photography - Incorporating unique and eye-catching visuals into advertising campaigns can create a lasting impression on consumers.
Industry Implications
1. Home Decor - Porcelain boxing gloves highlight the potential for porcelain to be used in innovative ways in the home decor industry.
2. Fashion - Fashion designers could explore the use of porcelain in accessories or clothing pieces to create a fresh and unexpected look.
3. Advertising - Creating visually stunning and conceptually interesting ads can be a powerful tool for brands looking to stand out and make a statement.
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