New bonprix fashion campaign presents facets of winter

Grey is one of the trend colours of the season. In the current collection from fashion brand bonprix, the colour shines in all its shades. Clean lines and flattering silhouettes are the focus of the range of cosy knitwear, classic coats and casual basics. The current cross-media campaign, which runs until 20 November, aesthetically showcases the winter collection and demonstrates the wide range of combination and styling options for elegant shades of grey.

Balance between classic and modern

The new bonprix collection focuses on grey as the trend colour of the season and is characterised by minimalist elegance. Different shades - from cool silver grey to warm anthracite - can be combined effortlessly and are suitable as the basis for stylish tone-on-tone looks. The monochrome outfits look particularly sophisticated and the combination of clear masculine lines and flattering feminine silhouettes lends the collection a modern feel. Wide coats, casual denim and soft knitwear allow a trendy interplay of cuts and textures for numerous styling options and modern layered looks. The collection is available in sizes 32 to 52.

Carolin Klar, Managing Director Product, Sourcing & Corporate Responsibility at bonprix, is delighted: ‘With our new collection, we are not only focusing on the trend colour grey, but also celebrating the timeless elegance of the classic look. Each style is specially staged and tells its own story. In this way, we create fashionable inspiration for our target group that is versatile, unique and, above all, anything but colourless.’

Cross-media campaign

For the current campaign, bonprix is focussing on expressive and particularly high-contrast photography and moving images. The visual presentation highlights the facets of the grey tones as well as product details such as special materials and sophisticated cuts. A large number of motifs were produced, which were customised and presented in an eye-catching way on selected media channels. Depending on the country-specific strategy (digital), the media mix includes Out of Home ((D)OOH), TV, Connected TV (CTV), Addressable TV (ATV), Display, Online Video Spots, Social Media Advertising (SMA) and YouTube. Influencer measures and media collaborations will also be realised.

The campaign was developed in collaboration with the agency Wongdoody. It was shot on Tenerife. The Mediaplus team is responsible for cross-media distribution in Germany and Switzerland. In addition, the campaign motifs will be used in all European markets in the respective country web shops and apps as well as own touchpoints such as newsletters, catalogues and organically in social media.

Norbert Vallus, Art Director at bonprix, says: ‘Our campaign design pays homage to the timeless beauty of winter. Through the targeted selection of grey tones and minimalist designs, we create an atmosphere that is both modern and classic. Every visual element has been carefully considered to convey the special clean chic of the collection. We want viewers to not only see the fashion, but also feel the sense of winter that we capture in this campaign.’