Joop’s groundbreaking fashion video
Back with a fabulous collection in Milan, Wolfgang Joop’s creative partner Edwin Lemberg searched the archives and found a surprising gem
Wolfgang Joop is in the midst of a major repositioning for his brand Wunderkind. Instead of showing in Paris, he has brought his collection to Milan by invitation of Franca Sozzani and Italian Vogue. Shown in Corso Como 10, the presentation was also a clever way to wed Wunderkind to Joop’s base Berlin. Images of iconic Berlin locations like Alexanderplatz and the Brandenburg Gate taken by Francesco Carrozzini were blown up to decorate the top floor space of Carla Sozzani’s retail empire Corso Como 10 and models walked by in Wunderkind’s latest ideas for fall/winter.
New CEO Peter Kappler believes that Milan is the right place to show this unique collection, which had African prints as its foundation. Joop also invited four local talents to make some men’s wear pieces and accessories to go with his designs. In classic Wunderkind style, the dresses are generally halter-neck with pleated draping and instead of making his own prints, Joop selected a few African patterns, which brought some sunshine on a rainy Milan Sunday.
The lookbook images were shot by Carrozzini as well and Wunderkind will host a runway show in Milan coming September. “For me this is the logical next step for Wunderkind, to bring the brand where interested clients come to and buy. I have spent more time in Italy than France in the last few years selling and buying companies and we feel this is an ideal new platform” explained Kappler while Joop made the rounds with scores of interested Italian journalists.
But the highlight of the presentation was a video by Glen Luchford shot in 1996 while Mario Sorrenti was in Berlin for a week to shoot the Joop! campaign with Stella Tennant and a cast of supporting male models. Let’s not forget, the same Luchford was just in town to shoot the Gucci campaign. Seeing this video which was masterminded by Joop’s creative partner Edwin Lemberg gave the whole presentation a wonderful blast from the past which felt perfect for today. It will also help to finally untap the creative and commercial potential the Berlin connection can possibly have for the brand Wunderkind. Watch this video exclusively on Achtung Digital here.