Kurt Geiger launches AW21 London campaign with youth-led media platform
Footwear and accessories brand Kurt Geiger has announced the launch of its Autumn/Winter 2021 campaign, created in collaboration with GUAP, a youth-led media platform showcasing emerging and underrepresented creatives.
The collaborative campaign, ‘Together, We Move’, involves a series of films and stills following an eclectic group of Londoners as they link up and explore the city, captured in four different scenes: ‘Market Trip’, ‘Link Up’, ‘Bite To Eat’ and ‘En Route’.
Referencing Kurt Geiger’s London roots, the brand states that the "campaign acts as an ode to the brand’s hometown as well as echoing a reestablished spirit of friendship, community, celebration and connectedness which have largely been lost to the pandemic over the past year."
The campaign shines a spotlight on Kurt Geiger’s signature lines for Autumn/Winter 2021, including statement bags, quilted boots, slippers and loafers, heels, men's boots and reveals an exciting new collaboration being announced later this season.
The collection is vibrant, colourful and uplifting, a contradiction to the conventional dark palettes of the season, and links to the sentiment of optimism the brand holds for the future. It incorporates a variety of maximal attributes to reflect a cheerful mood, including crystals, glitter, velvets, colourful metal trims, faux fur, textured leathers and features of Kurt Geiger’s signature rainbow.
Since founding in 2015, GUAP has become an award-nominated name-to-know in the creative field, noted for its support for diverse talent from London’s pool of young creatives. GUAP’s core values closely align with Kurt Geiger’s ultimate mission to create a kind, diverse and inclusive fashion community, propelled by its passion for purpose and desire to empower its audience.
Alongside Kurt Geiger’s Chief Creative Officer Rebecca Farrar-Hockley’s creative direction, ‘Together, We Move’ has been directed, produced, photographed and edited by GUAP’s creative agency “G-A”, led by GUAP Co-Founders Ibrahim Kamara & Jide Adetunji, granting the opportunity for their young team - and community of freelancers - to enjoy creative autonomy throughout the campaign’s production.
In line with Kurt Geiger’s ambitions to embolden its community to embrace their individuality, styling in ‘Together, We Move’ was devised to specifically reflect the personality of each cast member.