PALACE / A Better PLACE

Concept board Palace 

Even though Palace is a well established brand they still have the freedom of expressing themselves creatively in different ways and explore new things, such as their customer. Their last campaign was shoot by Jürgen Teller who is probably the most famous German fashion photographer. He already collaborated with every big name like Vivienne Westwood, Helmut Lang, Celine or Burberry's last campaign. Most of the time he's shooting women campaigns so it's interesting to to see another approach in his work for palace. The environment of the shooting very much reminded me of the German countryside, where Teller also grew up. By using this very personal setting the images become really vivid and couldn't portray the brands ethos any better. 

Christiane F. Film images 

Inspired by the word "rumlungern" (to mouch about) I created stickers for this new campaign which aims for the new generation, not only "city-kids". I found it very interesting that for example my younger brother an his friends love Palace, even though they didn't seem to be the customer I was looking for. Boys that have never been to the city, maybe skate to kill some time and of course smoke a lot of weed. They also have a lot of money to spend, since the life at home and earn money through various sources. It's like buying yourself into a group, belonging to the cool kids, very much like those from the film. To capture the absurdity of the simple things, I took pictures at home on the country side, with my friends. Rumlungern (mouching about), Glotzen (peer) and Labern (babble) are one of the most used words in German youth, representing this generation but also it's lifestyle. 

The photography itself is inspired by the book and later film "Wir Kinder vom Bahnhof Zoo" that shows the very opposite life of homeless kids in Berlin. A life, driven by addiction, sex and the nightlife. I chose this contrast because we are always aiming for the opposite when we're young, driven by dissatisfaction and dreaming of a better life, more or less exciting. 

Sticker "Glotzen" in Corsica Studio