Swiss brand Hanro celebrates stand-out New York street style in its first social media campaign.
During New York Fashion Week last month, the lifestyle label teamed up famed photographer Nigel Barker, a former judge on America’s Next Top Model, to shoot ‘real people’ wearing its AW16 loungewear and ready-to-wear styles.
The #HanroStreetStyleProject features six New Yorkers, selected by Barker, who opened a casting call at Hanro’s boutique in New York’s Meatpacking District during Fashion Week.
The chosen photoshoot stars are waitress and bartender Zoe Schwartz, artist Nadeesha Godamunne, law student and blogger Bryan Salvadore, corporate communications consultant Elissa Lumley, event producer Andrew Freesmeier and swimwear designer Ashleigh Puyol.
The aim of the campaign is to engage with customers on a more personal level.
“I love these sorts projects. There’s so much good energy around something like this and I really think we discovered some amazing individuals,” Barker shared.
“Fashion isn’t just about what editors, stylists, photographers, and models think is stylish. It’s really something we all have the chance to interpret and put our own spin on. That’s what street style is all about. Great style is born out of an expression of individuality.”
Hanro US president Jan Snodgrass said: “We saw this campaign as a great chance to really tap into the vibrant energy and tremendous creativity of our customers and our online community.
“We truly had no idea, when we started, how the whole thing would come together. We put out the casting call through our social media channels and asked everyone to come and show us what street style means to them,” he continued.
“The result was amazing. That organic element of the process was part of what made it so exciting. We don’t normally get to see what happens to our clothes after they leave the store, how they get styled or how they fit into an individual’s life…so this project turned out to be a really meaningful interaction. It’s something we hope to continue to explore and we see it as a great stage to tell both our brand story and those of our customers.”
The winners each received a $500 gift card, as well as the opportunity to be photographed by Barker on the streets of New York City.
The campaign will launch across Hanro’s social media channels and online sites in the next weeks.