Anarchic Rebelle Film Invites Us to ‘Break the Rules of Fashion’
Überground ring in 2019 rebelliously for the second-hand designer fashion online shop Rebelle.com.
The Hamburg-based creative collective gathered around founder Jo Marie Farwick has released an awareness campaign for Rebelle that breaks with the conventions of fashion advertising to grab our attention.
"Break the rules of fashion - before they break you" is the slogan of the new TV and online campaign. Its centrepiece is a 60-second film in which a young woman proves in numerous visually arresting vignettes that she has little regard for the conventions of fashion. She’s depicted half naked, as well as in a good lace dress with a gold grill on her teeth and deliberately mixes patterns on her clothes.
According to the film, Rebelle wants to do away with dogma of the fashion industry and show that designer fashion and second-hand are not a contradiction.
The spot will air in 15-second and 20-second cutdowns on several German and Italian TV networks. The campaign is aimed at women between the ages of 25 and 40 years. It will be used in five other European markets beyond Germany, will be extended to digital channels and adapted in five languages. In addition to banner formats, other video formats and social media content are also used.
