Fearless Fall/Winter 2011
The Fall/Winter 2011 Collection Merges Big City Style with SOREL’s History of Trusted Durability.
For Fall/Winter 2011 we created a new campaign titled, “Fearless”. Fearless reflects the spirit of a brand that has evolved from its roots in the outdoors to conquer the latest tastes in contemporary fashion. Fearless features strong, independent women, and explores the primal desire to occasionally free oneself from the constraints of modern life.
“Fashion is so much about fantasy, storytelling, risk-taking and adventure,” said SOREL’s senior global brand director, Kimberly Barta. “SOREL’s consumers thrive on that energy and creativity. In our new fall/winter campaign, we speak to those fearless, confident young women who are charting their own path, and who approach life and style in the same way.”
Watch “The Manor”
Fearless was created by Sausalito, California based advertising agency, Butler, Shine, Stern, & Partners (BSSP) in collaboration with print photographer Nathan Schroder, commercial director Max Goldman and wardrobe stylist Kelvin Seah. To illustrate how SOREL fuses the modern urban experience with a spirit of outdoor adventure, the Fearless campaign features fashion-forward women staged in fanciful scenarios.
In “The Loft” story, a SOREL heroine heats things up by turning mid-century furniture into convenient kindling in her downtown loft. She stays dry in her white SOREL 88™ boots, even as the smoke sets off the ceiling-mounted sprinkler system. In “The Manor” story, SOREL’s heroine lets a little fresh air and sunshine into a stuffy mansion by blasting a hole in the ceiling with an antique musket. Her red Tofino™ boots look outstanding with her white, diaphanous dress and feather bolero. These surreal scenarios capture the character of women who are creative risk takers, and who thrive on the energy of adventure and fashion.
Watch the Behind the Scenes Videographer Video
“The SOREL woman doesn’t feel obliged to follow set rules—she knows who she is and prefers to blaze her own trail. For the Fearless campaign, we’ve combined that independence with lush backdrops to create slightly surreal narratives of women truly in their element,” explained the team at Butler, Shine, Stern & Partners.
Watch the Behind the Scenes Photographer Video
Bringing the new SOREL line to life took a cast of amazing people, creating something never before seen. While the cameras were rolling, we took our own cameras behind the scenes to capture the thought and direction behind the final product.
Watch the Behind the Scenes Stylist Video