Redesign Wolford door Design Bridge

Beyoncé ook fan van Wolford
Claire Parker, Executive Creative Director Design Bridge Amsterdam: ‘Wolford needed a way to tap into new ideas of femininity, which are more complex, multifaceted and limitless. They needed to tell a story of quality and durability - traits that make Wolford a top choice of professional dancers and performers, like Beyoncé - combined with a sense of fierce femininity.’

Ook fashionfotografe Julia Keltsch was onderdeel van het team dat Wolford naar een next level moet tillen.

Parker: ‘The structure feels like a gift to yourself. No longer simply something to contain the tights within, this presents them in a confident way and unveils them layer by layer. From the contemporary exterior to the considered engineering of the interior that holds and protects the product. We also designed a complete gift experience — from wrapping paper to ribbon and gift bags.’

©Maarten Willemstein Fotografie

Design Bridge en Wolford werkten samen van strategie tot executie, waaronder ook instore en een mogelijke BtoC-verkoop in de toekomst.Parker: ‘Luxury goods are no longer about labels. They have to be transparent in quality and offer something to believe in. Wolford has always had this - the joy was in revealing it to a new audience. Wolford now shows its true colours: the skinwear that gives you the confidence to go out, perform and shine.’

Het global redesign is vanaf nu te koop in flagship store Amsterm.