Theo Wormland : Revolution AW 2012. Men’s fashion specialist WORMLAND’s Autumn/Winter campaign inspires with lively colours, trendy must-haves and cool styles plus IDENTIFY spot

LOVE REVOLUTION has fashion photographer Tony Kelly’s trademark style written all over it: striking colours and polarising motifs make Wormland’s fashion stand out. The photographer who is known for his provocative and humorous visual language matches WORMLAND’s vision and aesthetic perfectly.

A supermarket in Brooklyn (New York) was the location for this shoot. They shot the impressive images at night, out of the normal opening times. The special colour intensity and accentuated lighting is Tony Kelly’s signature style.

The WORMLAND TELEVISION team was on location and created fashion spots to go with the individual campaign images, which you can see as split screens in the look book at www.wormland.de. They also once again produced multiple campaign clips, which give an insight into the participants and departments that were part of the shoot, such as photographer Tony Kelly, models Adam Senn and Mariana Braga, the styling team around Norbert Schaub and Tobias Frericks (fashion director GQ) as well as make-up artist Regina Harris.

You can find the exclusive backstage clips by WORMLAND TV on the company’s website as well as social media platforms such as Facebook, Google+ and YouTube.

Also: cool, dry, masculine and fresh – attributes any men would like to identify with. WORMLAND meets the interests of their sophisticated male customers in a multifaceted way. With the release of their scent ‘[identify] yourself’ the men’s fashion company now expands this concept and thus enables all their customers to experience WORMLAND with all their senses.

The fragrance gives the man an important attribute: a high recognition value. That is the concept of [identify] yourself. The molecules in the perfume have a different and unique effect on everyone; they strengthen and highlight his identity and his personal lifestyle. The close collaboration with the scent manufacturer during every step of the production was especially important to WORMLAND.

Wormland on their own fragrance: ‘the composition of the WORMLAND scent is effortless, attractive, lively and free. [identify] yourself has a distinct and intensive wooden character. The top notes release an aromatic scent that is created by the interplay of lime, bergamot and lavender. At the heart of [identify] yourself are nutmeg, aniseed, geranium, juniper berry and pine needle oil, which mingle with patchouli and vanilla to create a very attractive fragrance experience. The composition is rounded off by clary sage, vetiver, sandalwood and frankincense. The manufacturer produced the lively, fascinating and exciting scent creation [identify] yourself out of these natural ingredients’.

They only used pure essential oils made from completely organic oils for the WORMLAND fragrance. The perfume bottle mirrors the aesthetic of the scent: straightforward, clean and masculine. The bottle is a marriage of design and function. The shape of the bottle looks particularly manly thanks to its clear shape and smooth surface. The black-tinted glass protects the fragrance from light – which keeps the aroma fresh for longer. The shiny black cap rounds off the exclusive bottle nicely and makes [identify] yourself a decorative design object.

[identify] yourself Eau de Toilette100 ml is available exclusively in all WORMLAND stores: Munich, Cologne, Hannover, Hamburg, Frankfurt, Dortmund, CentrO Oberhausen and Bremen.


www.wormland.de
www.wormland.tv