KaDeWe / The SS21 Edit

The Spring/Summer 2021 campaign was an opportunity to explore new creative directions and craft a story that connected digital and print channels into one cohesive experience.

The campaign spotlighted leading fashion brands — Jacquemus, Balmain, JW Anderson, and Khaite — brought to life through diverse protagonists, each embodying a distinct summer sensation.

The journey began at the store's flagship windows, where each theme was paired with a QR code linking to curated landing pages featuring the corresponding collections.

This project was developed in collaboration with a freelance photographer and stylist, blending storytelling, interactivity, and brand identity into a seamless omnichannel experience.