The new campaign centres on an ad set in a busy metro to the sound of Bomfunk MC’s Freestyler, where a cross-section of characters debate what to wear in different circumstances, from visiting a grandparent to simply securing a seat on public transport.

Among the cast are actor Willem Dafoe, actor and model Brigitte Nielsen and model Luka Sabbat.

The individual vignettes then carry through to five shorter clips which delve deeper into the stories of the characters.

The ads have been directed by Aube Perrie – fresh from working with RM (from K-Pop sensation BTS) and Fontaines DC this summer – and brought to life with DoP Christopher Ripley and editor Gwen Ghelid, both repeat collaborators who also worked on the music projects with Perrie.

Meanwhile, a series of print ads have been shot by Sophie Jones, who captures moments ranging from a first kiss to an ex-boyfriend’s wedding.

Together they show the power of dressing, not because of how the outfit itself looks but because of how it makes the wearer feel.

Credits:
Agency: Wieden+Kennedy Amsterdam
CCO, Creative Director: Susan Hoffman
CSO: Nick Docherty
Creative Leads: Anyaa Dev, Ane Santiago Quintas
Creatives: Morgane Lambert, Ana Clé
Production Company: Pulse Films
Director: Aube Perrie
DoP: Christopher Ripley
Editor: Gwen Ghelid
Audio Post: 750mph
Music: Tracks and Fields
Post: Selected Works
Print Production Company: Kintzing
Photographer: Sophie Jones
Art Buyer: Darklight