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H&M Organic Cotton Collection Increases This Spring
14 Jan 2008
PRESS RELEASE
January 2008
The H&M design team increased their usage of organic cotton for the 2008 spring collection. For the spring line, 1,500 tonnes of organic cotton will be used, which is more than the total amount utilized last year.
“Our organic cotton collection is also high fashion, as customers are becoming increasingly aware of both fashion and the environment. We are proud to offer clothes made from organic cotton in nearly every H&M department,” says H&M’s Head of Design, Margareta van den Bosch.
ORGANIC COTTON COLLECTION
Women
The collection is based on a romantic or pared down style with clear references to the 60s and 70s.
The colour palette is neutral grey, soft brown, khaki, black and white, with accents in poppy red, yellow and rose. Dresses are folk inspired in mini, midi and maxi lengths with patterns, gathers, puffs and tiers, or refined and simple with colour blocks and volume. Blouses and tops are feminine and romantic or in T-shirt style with a deep neckline in the back or front. These tops are teamed up with knee-length skirts, shorts or jersey trousers. Tailored blazers with waistcoats and shorts also make their mark for an updated look. Underwear and sleepwear complete the collection, as do tunics and jeans from the H&M Mama maternity range.
Men
The garments for men are classical favourites such as cotton shirts, striped polo shirts, a pyjamas, boxer shorts and socks.
Divided
The girl’s organic cotton collection features active, urban lifestyle blended with oriental influences. The range includes dresses, tops, trousers and shorts with sporty details and exotic patterns in black and white, cerise, apricot and turquoise. For boys it’s all about patterns - checks, colour blocks, abstract patterns and frontal prints in grey, blue, orange and purple. Garments include classic shirts, T-shirts, vests, shorts and five-pocket style trousers. The range also includes denim skirts, shorts and jeans.
Children
The 70s also inspire children’s fashion collection this season. For girls, the range includes denim dresses, skirts, waistcoats and shorts, fringed waistcoats, smocks, tunics and vests in white, grey, blue, red and pink. To complete the look there are matching accessories as classic 70s-style clogs and a shoulder bag in red. For boys there are striped or front print T-shirts and vests in off-white, grey, blue, green and pink worn with shorts, jeans and denim jackets. Essential are accessories for boys include baseballl boots and a belt.
All clothes and accessories made with organic cotton have a special hangtag to help customers distinguish this collection.
January 2008
The H&M design team increased their usage of organic cotton for the 2008 spring collection. For the spring line, 1,500 tonnes of organic cotton will be used, which is more than the total amount utilized last year.
“Our organic cotton collection is also high fashion, as customers are becoming increasingly aware of both fashion and the environment. We are proud to offer clothes made from organic cotton in nearly every H&M department,” says H&M’s Head of Design, Margareta van den Bosch.
ORGANIC COTTON COLLECTION
Women
The collection is based on a romantic or pared down style with clear references to the 60s and 70s.
The colour palette is neutral grey, soft brown, khaki, black and white, with accents in poppy red, yellow and rose. Dresses are folk inspired in mini, midi and maxi lengths with patterns, gathers, puffs and tiers, or refined and simple with colour blocks and volume. Blouses and tops are feminine and romantic or in T-shirt style with a deep neckline in the back or front. These tops are teamed up with knee-length skirts, shorts or jersey trousers. Tailored blazers with waistcoats and shorts also make their mark for an updated look. Underwear and sleepwear complete the collection, as do tunics and jeans from the H&M Mama maternity range.
Men
The garments for men are classical favourites such as cotton shirts, striped polo shirts, a pyjamas, boxer shorts and socks.
Divided
The girl’s organic cotton collection features active, urban lifestyle blended with oriental influences. The range includes dresses, tops, trousers and shorts with sporty details and exotic patterns in black and white, cerise, apricot and turquoise. For boys it’s all about patterns - checks, colour blocks, abstract patterns and frontal prints in grey, blue, orange and purple. Garments include classic shirts, T-shirts, vests, shorts and five-pocket style trousers. The range also includes denim skirts, shorts and jeans.
Children
The 70s also inspire children’s fashion collection this season. For girls, the range includes denim dresses, skirts, waistcoats and shorts, fringed waistcoats, smocks, tunics and vests in white, grey, blue, red and pink. To complete the look there are matching accessories as classic 70s-style clogs and a shoulder bag in red. For boys there are striped or front print T-shirts and vests in off-white, grey, blue, green and pink worn with shorts, jeans and denim jackets. Essential are accessories for boys include baseballl boots and a belt.
All clothes and accessories made with organic cotton have a special hangtag to help customers distinguish this collection.
Fallon Launches "Happily Ever" for Equinox
14 Jan 2008
PRESS RELEASE
January 2008
Equinox Fitness Clubs, New York’s leading fitness facility, introduces “Happily Ever”, an ad campaign like no other. An ad campaign that begs the questions, “What is your Happily Ever? What are you striving for in fitness? In life? What’s the fairy-tale end game to all your hard work?”
They can’t answer those for you, but the campaign offers provocative images as extreme suggestions of what the answer may be. These images are compelling, fantastical conclusions designed to remind them that motivation can help bring them closer to their wildest dreams.
Great Minds Think Alike
“Happily Ever” is the result of a unique collaborative effort between Equinox Fitness Clubs, Fallon, a worldwide leader in advertising, and Ellen von Unwerth, a legendary photographer and long-time fashion fixture.
“We’re thrilled to work with Ellen and the group at Fallon—people who are as impassioned about creative as we are,” says Equinox Creative Director Bianca Kosoy. “It’s been an amazing collaboration.”
Von Unwerth felt drawn to the concept of the campaign—her first in the fitness arena.
“I really liked the whole idea,” she says. “I believe in working out. In my life, yoga has really helped me to be fit, and it’s also given me more confidence. That’s part of the message. You look good, you feel good, and you have more fun, more unexpected adventures. This is not about a normal, everyday life.”
Beyond The Fitness Realm
Breaking new ground in fitness is nothing new to Equinox. Cutting-edge technology, state-of-the-art equipment, an inspirational workout environment, and unparalleled focus on the member experience are some of the things that set Equinox apart in the market. This new ad campaign is no exception.
“Doing a campaign outside the four walls of the gym is a natural evolution for us, because we’ve always elevated fitness to a lifestyle,” says Kosoy.$
“Other gyms speak to the before and after, the everyman’s version of the gym. We believe it’s about the now as much as the after. It’s about how you live your life.”
That’s why Equinox clubs are designed the way they are. Why the front desk people know you by name. Why your personal trainer calls you to light a fire under your butt if you’ve missed a few workouts. Equinox has always been about offering the best gym experience so that you can have the best life experience.
A New Vision
The “Happily Ever” creative concept depicts idyllic fantasies that everyone can relate to. Eric Sorensen, a group creative director for Fallon said, “Everyone has a different “Happily Ever” that they’re working toward. This campaign simply visualizes them at their most provocative outcome.” Adds Hans Hansen, also a group creative director for Fallon, “The campaign really speaks to the overall life benefit of working out.”
Figure Drawing
In an ad called “Figure Drawing,” a naked man, as perfectly muscled as the David, poses for a group of young nuns set to paint him. He’s a canon of beauty, a classical model of perfection, comfortable enough in his skin to bare all.
Coy, flirtatious, blushing, and intrigued, the nuns can hardly contain themselves.
This David is the pinnacle of what a male wants to achieve in fitness—a body that can melt even a nun’s resolve. The nuns, meanwhile, get to look and to imagine what it might be like to touch.
“This is very naughty and I like to push things, you know. I’ve done books like Revenge,” says von Unwerth. “But I don’t like to just shock—there’s a message here.”
Adds Kosoy, “We’re elevating the fit, naked body to deity status—and creating a fantasy that speaks to both men and women,” says Kosoy.
Natural Beauty
In “Natural Beauty,” a fantastically fit beauty devoid of heavy makeup and stylized hair reclines near a pool, her white bikini highlighting her lean body. She’s surrounded by a bevy of artificial-looking girls—their hair stiff with hairspray, their features overly painted with makeup, their faces and bodies covered in plastic-surgery markings.
The natural beauty alone captures the attention of an equally fit male. Even as the artificial girls reach for him, he has eyes only for the girl in white.
With a slick nip/tuck feel, the image gives a nod to the prevalence of plastic surgery, but points out that taking the easy, surface-only route ultimately backfires in life. Here the man is content with the natural woman who is content with herself. “So many people don’t want to make any effort anymore with fitness,” says von Unwerth. “With this photo, we’re suggesting a healthier way of approaching it.”
Table
In “Table,” a man nonchalantly strikes Table pose and becomes the life of a Victorian party. This muscled, spectacle of fitness masters his brazen yoga pose in the midst of a room full of Baroque beauties. The girls are so enamored with his prowess and presence that they paw at him, trying to dominate his flexible body, giving the scene a dark, modern edge.
“It’s one part Dangerous Liaisons, one part Eyes Wide Shut,” says Kosoy. “He’s so fit, such a specimen, that beautiful women want to dominate him and yet he’s in charge, dominating them.”
Candles
“Candles” features a gorgeous older woman who sits provocatively on a table in a form-fitting dress. She’s surrounded by men of different ages who vie for her attention.
She playfully lets them join in her birthday fun as she blows out the candles on an enormous cake. She’s so toned and radiant that she blows all the men away with her beauty and power.
“We’re speaking to the inner component of fitness—we see the woman’s inner strength and health shine through and so do the men,” says Kosoy. When asked about her “Happily Ever”, she says, “I like this fantasy—the older woman, looking and feeling great, with all the men around her. She’s older, and she’s hot. I want to feel like that—fit, sexy, and confident until the end!”
What’s your “Happily Ever”? Log onto Equinox’s website to create your own “Happily Ever” fantasy and trade it with friends. The site also features a behind-the-scenes videocast of one of the ad-campaign images in the making.
Can you guess which one?
January 2008
Equinox Fitness Clubs, New York’s leading fitness facility, introduces “Happily Ever”, an ad campaign like no other. An ad campaign that begs the questions, “What is your Happily Ever? What are you striving for in fitness? In life? What’s the fairy-tale end game to all your hard work?”
They can’t answer those for you, but the campaign offers provocative images as extreme suggestions of what the answer may be. These images are compelling, fantastical conclusions designed to remind them that motivation can help bring them closer to their wildest dreams.
Great Minds Think Alike
“Happily Ever” is the result of a unique collaborative effort between Equinox Fitness Clubs, Fallon, a worldwide leader in advertising, and Ellen von Unwerth, a legendary photographer and long-time fashion fixture.
“We’re thrilled to work with Ellen and the group at Fallon—people who are as impassioned about creative as we are,” says Equinox Creative Director Bianca Kosoy. “It’s been an amazing collaboration.”
Von Unwerth felt drawn to the concept of the campaign—her first in the fitness arena.
“I really liked the whole idea,” she says. “I believe in working out. In my life, yoga has really helped me to be fit, and it’s also given me more confidence. That’s part of the message. You look good, you feel good, and you have more fun, more unexpected adventures. This is not about a normal, everyday life.”
Beyond The Fitness Realm
Breaking new ground in fitness is nothing new to Equinox. Cutting-edge technology, state-of-the-art equipment, an inspirational workout environment, and unparalleled focus on the member experience are some of the things that set Equinox apart in the market. This new ad campaign is no exception.
“Doing a campaign outside the four walls of the gym is a natural evolution for us, because we’ve always elevated fitness to a lifestyle,” says Kosoy.$
“Other gyms speak to the before and after, the everyman’s version of the gym. We believe it’s about the now as much as the after. It’s about how you live your life.”
That’s why Equinox clubs are designed the way they are. Why the front desk people know you by name. Why your personal trainer calls you to light a fire under your butt if you’ve missed a few workouts. Equinox has always been about offering the best gym experience so that you can have the best life experience.
A New Vision
The “Happily Ever” creative concept depicts idyllic fantasies that everyone can relate to. Eric Sorensen, a group creative director for Fallon said, “Everyone has a different “Happily Ever” that they’re working toward. This campaign simply visualizes them at their most provocative outcome.” Adds Hans Hansen, also a group creative director for Fallon, “The campaign really speaks to the overall life benefit of working out.”
Figure Drawing
In an ad called “Figure Drawing,” a naked man, as perfectly muscled as the David, poses for a group of young nuns set to paint him. He’s a canon of beauty, a classical model of perfection, comfortable enough in his skin to bare all.
Coy, flirtatious, blushing, and intrigued, the nuns can hardly contain themselves.
This David is the pinnacle of what a male wants to achieve in fitness—a body that can melt even a nun’s resolve. The nuns, meanwhile, get to look and to imagine what it might be like to touch.
“This is very naughty and I like to push things, you know. I’ve done books like Revenge,” says von Unwerth. “But I don’t like to just shock—there’s a message here.”
Adds Kosoy, “We’re elevating the fit, naked body to deity status—and creating a fantasy that speaks to both men and women,” says Kosoy.
Natural Beauty
In “Natural Beauty,” a fantastically fit beauty devoid of heavy makeup and stylized hair reclines near a pool, her white bikini highlighting her lean body. She’s surrounded by a bevy of artificial-looking girls—their hair stiff with hairspray, their features overly painted with makeup, their faces and bodies covered in plastic-surgery markings.
The natural beauty alone captures the attention of an equally fit male. Even as the artificial girls reach for him, he has eyes only for the girl in white.
With a slick nip/tuck feel, the image gives a nod to the prevalence of plastic surgery, but points out that taking the easy, surface-only route ultimately backfires in life. Here the man is content with the natural woman who is content with herself. “So many people don’t want to make any effort anymore with fitness,” says von Unwerth. “With this photo, we’re suggesting a healthier way of approaching it.”
Table
In “Table,” a man nonchalantly strikes Table pose and becomes the life of a Victorian party. This muscled, spectacle of fitness masters his brazen yoga pose in the midst of a room full of Baroque beauties. The girls are so enamored with his prowess and presence that they paw at him, trying to dominate his flexible body, giving the scene a dark, modern edge.
“It’s one part Dangerous Liaisons, one part Eyes Wide Shut,” says Kosoy. “He’s so fit, such a specimen, that beautiful women want to dominate him and yet he’s in charge, dominating them.”
Candles
“Candles” features a gorgeous older woman who sits provocatively on a table in a form-fitting dress. She’s surrounded by men of different ages who vie for her attention.
She playfully lets them join in her birthday fun as she blows out the candles on an enormous cake. She’s so toned and radiant that she blows all the men away with her beauty and power.
“We’re speaking to the inner component of fitness—we see the woman’s inner strength and health shine through and so do the men,” says Kosoy. When asked about her “Happily Ever”, she says, “I like this fantasy—the older woman, looking and feeling great, with all the men around her. She’s older, and she’s hot. I want to feel like that—fit, sexy, and confident until the end!”
What’s your “Happily Ever”? Log onto Equinox’s website to create your own “Happily Ever” fantasy and trade it with friends. The site also features a behind-the-scenes videocast of one of the ad-campaign images in the making.
Can you guess which one?