Düsseldorf-based fashion retail giant Breuninger looks back on quite eventful last few days. On September 18, around 70 invited guests celebrated the long-term partnership between denim expert REPLAY and fashion and lifestyle company Breuninger at the Berlin Art Week. Prior, both companies launched a women’s denim capsule collection.
Following the motto “United To Inspire”, the participants from various creative fields were presented with an impressive set-up in Berlin, that captured the claim of the joint venture perfectly. A live performance and an exclusive preview of the global campaign accompanied the get-together.
The live performance was conceived and curated by Berlin-based artist and creative director Eike von Stuckenbrok, French artist Yoann Bourgeois and projection and lighting designer Frieder Weiss. The aim was to put the focus on minimalism, completely lining up with REPLAY’s sustainable re-used jeans, which are the focus of the second capsule collection by REPLAY x Breuninger.
“Dance for What Matters” is the second drop of the “United To Inspire” campaign by REPLAY x Breuninger and is dedicated to the themes of performance and circular economy. The campaign features a series of five self-shot videos of high-profile international dance talents performing to the same song and the same pair of re-used jeans, available to buy in October. The denim is produced out of waist cotton fibers, integrating them into a new production cycle. As a plus the campaign represents a new form of fully sustainable long-distance production, as it was produced completely emission-free and without travel crews.
All Images: Courtesy of Franziska Krug/Getty Images for Replay x Breuninger