JUN 14, 2016
Peuterey has undertaken a radical process of the brand’s evolution. Peuterey is an advocate for #realitytelling- drawing on its stylish utilitarian heritage and sensing an epochal shift in the way real people, not mere fashionistas, react to, interact with and ultimately consume fashion products and fashion imagery - a shift fueled in large part by the ongoing digital revolution. The movement is pragmatic as much as it is humanistic: it puts the consumer at the center of a fashion ecosystem made of honesty and utility, with clothes delivered to the stores the moment they hit media channels.
The #realitytelling claim will be bolstered by the launch of the global advertising campaign for f/w 16/17. Personality and product are the focus. The campaign has an honest tone that contextualizes clothing within the frame of real life, which has been shot by renowned lensmen Mert Alas & Marcus Piggott, art directed by Giovanni Bianco and features models Marjan Jonkman and Filip Hrivnak, whose unconventional beauty is fine tuned by a cast of top innovators of all ages - hairdresser Sam McKnight, make-up wizard Isamaya Ffrench, and stylist Tom Van Dorpe. Piercing portraits and street shots are layered onto images of urban environments suggesting an iconic melange that triggers the visual sensibility of the digital-savvy generation.
