GAUCI

How do you reposition a global fashion brand that was known mostly for being about the price-tag? Rather than engineer an entirely new identity for Bonprix, we created a strategy to focus on the brand’s down-to-earth clientele. We celebrated everyday values and embraced mum as the center of the modern family.

In the first photography series, we celebrated a group of friends who hit the road with glamping in their Honda Prius. The girls get up to all sorts of everyday holiday stuff – like finding a convenient bathroom in the woods, having picnics despite the gale-force winds, or watching bemused as her friend shows her how long her legs are. 

Role
Concept, art + creative direction @ BSUR | photography: Karen Rosetsky