“A Weekend Holiday”: WORMLAND Men’s Fashion Spring/Summer 2013 campaign by Tony Kelly + Behind the Szenes

Summer means fun in the sun with friends, and it is exactly this feeling that fashion photographer Tony Kelly captured in his unique way in the Los Angeles shoot for WORMLAND’s 2013 Spring/Summer campaign. This time, he presented a whole group of models in a series of relaxed, easy-going settings, full of joie de vivre.

The WORMLAND Spring/Summer campaign inspires people with its vibrant colours, summery motifs and trendy fashion must-haves, boosting curiosity for this season’s latest men’s fashion collection. Whether it’s for a day spent by the pool, a barbecue in the garden, a music festival, city break or a night out clubbing, WORMLAND has plenty of hot looks for any summer event.

The “A Weekend With Friends” photo shoot is already the third that Tony Kelly has worked on for WORMLAND. His signature style features exceptionally brilliant colours, clever use of light and strong motifs. The photographer’s striking visual language is the perfect match for WORMLAND.

The men’s fashion trends of the season are dominated by brightly coloured chinos and bermudas, shirts, printed T-shirts, jackets and suits in eye-popping colours, all rounded off with all-time denim favourites and cool leather jackets. From jeans to businesswear, men can find stylish outfits from the hottest designers and brands at WORMLAND – with professional style advisors on hand. WORMLAND will be expanding its extensive brand portfolio this season with labels such as Scotch & Soda, Einstein & Newton and – very exclusively – with the KARL men’s collection from top designer and fashion icon Karl Lagerfeld.

The “A Weekend Holiday” fashion magazine that ties in with the campaign was published at the end of March 2013. It takes the form of a personal photo album that serves as a memento of a great weekend away with friends and generates a summery, party mood with countless snapshots and individual statements. The magazine is available in all WORMLAND stores.

The Spring/Summer look of the campaign also features on large-scale displays on the walls of WORMLAND stores. To coincide with the start of the season, the website www.wormland.de and social media channels are also featuring the fresh, new Spring/Summer style. The company website will be completely restructured and redesigned in April 2013.

During the photo shoot, Wormland Television produced an exclusive, making-of video, called “The Beginning of Spring/Summer 2013”, which provides a peek behind the scenes and shows how the production team works. The mood video “Feel The Spring/Summer 2013” depicts a couple on a veranda in a harmonious, sexy sequence to a chilled-out soundtrack from Stephen Swartz’s “Bullet Train”.

Campaign facts:
Photographer: Tony Kelly
Creative direction: Dirk Koeberle, Wormland
Art direction: Michael Meise, Wormland
Illustration / graphic design and cover photography: Michael Meise, Wormland
Male models: Jared Werline, Louis Oberlander, Sam Myerson, Stefano Kuhn
Female models: Ally Walsh, Sasha Neboga, Tara Blanchard, Taylor Hannah
Make-up: Samuel Paul
Hair: Mitch Stone
Male styling: Norbert Schaub, Wormland
Female styling: Vanessa Geldbach
Post-production: LSD, Neuss
Production: GlamPR by Frank Roller
Client: WORMLAND

Theo Wormland founded the men’s fashion company of the same name in 1935 in Hanover. The Group now comprises two different store concepts, WORMLAND and THEO. With 15 stores in 11 cities, Theo Wormland GmbH & Co. KG is now one of the leading men’s fashion specialists in Germany. The company is headquartered in Hanover to this day.

WORMLAND offers a wide range of men’s fashion items and primarily excels in ready-to-wear, as well as in denim and casualwear, while THEO specialises exclusively in sportswear. Both store concepts successfully match fashion with lifestyle and innovative interior architecture.

Brands:
Adidas, Anticulture, Armani Underwear, Autark, Belstaff, Bench., Bikkembergs Underwear, Björn Borg, Blauer USA, Bomboogie, Boom Bap, Boss Black, Boss Orange, Burberry, Calvin Klein Bodywear, Cinque, Closed, Converse, Cowboysbelt, Cuckoos Nest, Daniele Fiesoli, Dekker, Denham, Diesel, Drykorn, Einstein & Newton, Elevenparis, Erfurt, Floris Van Bommel, G-Star Raw, H By Hudson, Hüftgold, Hugo, Jack & Jones, Karl, Khujo, Nudie Jeans, Oakwood, Petrol Industries, Replay, Scotch & Soda, Strellson, Superdry, Theo, Tiger Of Sweden, Tigha, TW Theo Wormland and Wellensteyn.

Theo Wormland GmbH & Co. KG
Große Packhofstraße 14
30159 Hannover
Germany

Press Contact:
Lina Glashoff
Email: glashoff@wormland.de
Tel.: +49 (0)511 304 0235
www.wormland.de

This release was published on openPR.