Kurt Geiger launches star-studded campaign

Kurt Geiger has recruited an eclectic group of people to star in its latest campaign, as it prepares to launch in 100 new locations in the US for AW18, in addition to Germany, Italy, Spain and Australia.

Kurt Geiger

In a statement, the London-headquartered footwear business said its international expansion meant it was important to refresh and amplify its campaign this autumn.

“We believe in designs that start conversations, so we needed a strong and impactful campaign,” said Rebecca Farrar-Hockley, chief creative officer. “I wanted to create images that were representative of the diversity of our global customer and reflect and complement modern life.”

The line-up of British talent includes Dame Joan Collins, Jamiroquai singer Jay Kay, fashion designer Dame Zandra Rhodes and model Alex Wek. They are photographed individually against a blank canvas so they can take centre stage, as they wear their own clothes paired with Kurt Geiger shoes and accessories.

“This is a group of people who each have an incredibly strong identity. Rather than a transformation, I wanted to highlight those aspects that make them each so brilliantly individual,” Farrar-Hockley continued.

DJ Nick Grimshaw, photographer Alice Dellal, Instagram star Reece King, new face Molly Smith and British artist Christabel MacGreevy complete the line-up, although there will be more individuals joining the Characterful Style campaign across the season.

In the year to 28 January 2017 Kurt Geiger made revenues of £330m, with like-for-like sales growth of 11%. Cinven, its owner since 2015, said exploring global growth opportunities in new markets was a key priority for the new year.

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