In a world where books and literature are emerging as new forms of self-expression and fashion are harmoniously intertwined, „READ MY STYLE“ aims to strengthen the connection between these two inspiring forms of expression. The title has a dual meaning, inviting readers to understand both the stories being told and the personal message conveyed through their individual appearance.
At the heart of the campaign are eight personalities from different literary genres who shape the story of the campaign with their individual styles and interpretations of writing and language: author and poet Anna Seidel, writer Christoph Höhtker, Book Club founder and model Bibi Abdulkadir, writer Leif Randt, author and journalist Teresa Bücker, author and actor Anton Weil, author Dorian Steinhoff, and author and journalist Shila Behjat. Their portraits thus create a vibrant mosaic of stories and fashion that reflects the diversity of personal self-expression.
This idea is reinforced in the visual translation of the campaign idea by renowned calligrapher Brody Neuenschwander, whose handwriting and quotes permeate all physical touchpoints, bridging the gap between language, art, and fashion. With a holistic, 360-degree approach, „Read my Style“ is presented across all channels – digital, in print, out-of-home, and in Breuninger stores. The campaign will be rolled out in Germany, Switzerland, and Poland on the owned channels app, social media, and breuninger.com, as well as on OOH, DOOH, and print ads. For the other EU markets, the focus is on owned channels.
Campaign Talents:
Anna Seidel, author and poet
Christoph Höhtker, author
Bibi Abdulkadir, book club founder and model
Leif Randt, writer
Dorian Steinhoff, author
Shila Behjat, author and journalist
Anton Weil, author and actor
Teresa Bücker, author and journalist
Campaign Credits
Breuninger Chief Brand Officer: Carsten Hendrich
Production Company: Berlin Westend GmbH
Executive Creative Director: Chang Lin
Creative Director: Petra Langhammer
Photographer: Luis Alberto Rodriguez
DoP: Dominik Panasiuk
Stylist: Niki Pauls
Hair Artist: Wataru Suzuki
Makeup Artist: Susanne Jonas
Set Design: Karin Betzler
Location: Studio Babelsberg / Metropolitan Backlot
Campaign Fashion Brands:
Women’s:
Acne, Agolde, Apparis, Baum & Pferdegarten, Dorothee Schumacher, Farm Rio, Frame, Isabel Marant Étoile, Max Mara, Mrs & Hugs, Polo Ralph Lauren, Samsoe Samsoe, Sportmax, Stand Studio, Ulla Johnson
Men’s:
Agolde, APC, Arma, Barena Venezia, Boglioli, Carhartt, Harris Wharf, Lardini, Lisa Yang, Marant Étoile, Marni, Maurizio Baldassari, Our Legacy, PT, Windsor