Fashion brands, apparel manufacturers and retailers are ringing in the
with these campaigns and collections.
With slogans like “Happiness belongs to us,” “Your Style. Your Sound. Your
Christmas” and “Coming home for Christmas – Travel lightly,” they place
themes like community, returning to normalcy and sustainability at the
heart of their campaigns.
Pictures and videos illustrate yearnings resulting from pandemic days with
brands alluding to the difficult circumstances that people have gone
through this year. At the same time, the campaigns celebrate the special
moments of the Christmas season.
In its campaign videos, Zalando relies on emotional images that “celebrate
personal moments of joy and happiness,” according to the Berlin-based
The TV spot shows people joined in emotional moments, either intimately as
a couple or together with the family on the sofa – the emotions that people
share with each other during the festive season are the focus of the
German clothing retailer Peek & Cloppenburg follows a similar approach,
which focuses on special Christmas moments and a feeling of community.
Titled “Your Style. Your Sound. Your Christmas,” the idea is to “celebrate
Christmas the way you like it,” the company explains. The campaign creates
a unifying feeling of togetherness through a new version of the Christmas
staple “Jingle Bells.”
Clothing brand Marc O’Polo delivers somewhat different images and presents
this year’s Christmas initiative with less glitter and in calm, subdued
colours. Following on from its rebranding strategy, the label focuses on its new
commitment to sustainability and the environment for the festive season.
The capsule collection “Coming Home for Christmas – Travel lightly” is
dedicated to the theme of sustainable travel. In addition, the brand
supports a climate project with every purchase.
The Scandinavian-style collection includes outerwear, tops, pants, shoes
and accessories. For tech accessories and skincare products, the label has
collaborated with tech accessories manufacturer Native Union and cosmetics
“The pandemic has made the ordinary extraordinary. Travelling to see
family, friends, places of longing or business appointments. Travelling on
holidays, public holidays or special occasions. Travelling is no longer a
given. We are rethinking the way we do it and increasingly asking ourselves
what impact we are having on our environment with flights, boat trips, car
and train journeys. We want to celebrate travel in a new way: more
sustainably and more consciously,” announced Marc O’Polo.
In a festive mood
In addition to festive campaigns, various fashion brands and retailers have
also launched extensive Christmas collections. With products such as
ornaments for the Christmas tree, candles and festive decorations, they are
moving outside their core business.
For the winter season, Irish textile discounter Primark has added
calendars, baking utensils and games and gifts for pets to its classic
red-and-green Christmas sweaters. Likewise, fashion label Max Mara has
designed cushions, Christmas tree pendants, brooches and other accessories
for the special occasion.
German fashion company Hugo Boss shows its Christmas spirit with lots of
gold, glitter and big logos. The collection combines festive pieces like
elegant blazers and dresses with comfortable looks that still have a touch
of extravagance with sequins and shimmering wool.
This article was originally published on FashionUnited.de.Edited and
translated by Simone Preuss.