Reiss SS23 campaign blends London with summer mirage
Reiss has launched its SS23 collection, backing it up with a new campaign. And as with previous campaigns, it starts with a focus on the brand’s London home. But then it moves on to a landscape that's less familiar.
With the collection “inspired by the idea of a summer mirage”, after London, it takes in a more seasonal “digital daydream, a radiant and aspirational vision set in vast epic surroundings that feel dreamlike”.
As mentioned, the video starts by showcasing “Reiss’s birthplace of London, steeped in heritage contrasted with the modernity of a cosmopolitan fashion capital,” before the summer mirage dreamscape appears. Reiss is always careful to maintain that London link that’s a key part of its image as a premium, contemporary brand.
The SS23 collection itself “spans the many moments in spring and summer through to special occasions and holiday dressing”.
It includes “meticulous style curation, innovative fabrics in natural yarns and finishes, and unique colour harmonies, balancing joyful brights with calm neutral tones”. Last season the company also injected brights into its more regular neutral palette and the continuation for SS23 suggests the move was successful one.
Back in January, the company reported strong Christmas trading figures with the nine weeks up to 7 January seeing total group sales rising 20.3% versus the previous year.
Store sales were up 18.5% and online sales rose 22.3.%. That was impressive coming at a time when many other retailers were reporting more muted e-sales as their physical stores recovered.
The company also said that for the second half so far, sales for stores were up 14.3% and online they rose 18.3%.
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