{"id":49560,"date":"2025-09-22T08:00:23","date_gmt":"2025-09-22T06:00:23","guid":{"rendered":"https:\/\/answear.si\/blog\/?p=49560"},"modified":"2025-09-26T11:13:23","modified_gmt":"2025-09-26T09:13:23","slug":"ples-odnosov-v-novi-answear-kampanji-aw-2025","status":"publish","type":"post","link":"https:\/\/answear.si\/blog\/ples-odnosov-v-novi-answear-kampanji-aw-2025\/49560\/","title":{"rendered":"Ples odnosov v novi Answear kampanji AW 2025"},"content":{"rendered":"\u010cas branja:<\/span> 3<\/span> min<\/span><\/span>

Na\u0161a najnovej\u0161a kampanja je zgodba, ki presega meje klasi\u010dnega modnega ogla\u0161evanja. \u00bbOdeni \u017eivljenje v dragocenosti\u00ab je slogan, ki v tej ediciji postane metafora za odnose \u2013 tako intimne kot vsakdanje, prepletene kot plesni koraki. Gre za zgodbo o \u010dustvih, vtkani v obla\u010dila, ki dobijo svoj pomen glede na kontekst in osebo, ki jih nosi.<\/strong><\/p>\r\n\r\n

<\/p>\r\n\r\n\r\n\r\n

Dve poeti\u010dni kampanjski zgodbi sta kot majhni filmski prizori, v katerih se moda sre\u010da s koreografijo in besedo. Prva se odvija v intimnem prostoru hotelske sobe. Tam postaneta bela srajca Paul Smith in \u010dipkasta obleka Twinset glavna protagonista zgodbe o intimi, v kateri vsak gib plesalcev razkrije cel spekter \u010dustev. Slogan \u00bbNe potrebuje\u0161 je, da se oble\u010de\u0161 . Raje jo sleci\u00ab prina\u0161a subtilno, a hkrati provokativno igro besed, ki obla\u010dilo predstavi kot nekaj ve\u010d kot zgolj kos garderobe.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/figure>\r\n\r\n\r\n\r\n

Drugi spot gledalce popelje v odprt park, kjer se v ritmu plesa dveh nastopajo\u010dih pojavi tretji, nepri\u010dakovan lik \u2013 volneni pla\u0161\u010d Patrizia Pepe. Njegova vloga ni le za\u0161\u010dita pred mrazom, temve\u010d tudi simboliziranje \u010dustvene topline, ki nastane med dvema osebama. Slogan \u00bbNe potrebuje\u0161 ga, da ti je toplo. Potrebuje\u0161 ga, da za\u010duti\u0161 toplino.\u00ab gledalce spodbudi, da obla\u010dila dojemajo ne kot stvar, temve\u010d kot univerzalni medij \u2013 nosilca spominov, ob\u010dutkov in odnosov.<\/p>\r\n\r\n\r\n\r\n

\r\n
\"\"<\/figure>\r\n<\/figure>\r\n\r\n\r\n\r\n

\u00bbV tej kampanji poka\u017eemo, da lahko en sam kos nosi mnogo pomenov \u2013 odvisno od tega, kdo ga nosi in v kak\u0161nih okoli\u0161\u010dinah. Tako kot imajo \u010dlove\u0161ki odnosi razli\u010dne odtenke in nianse, tudi na\u0161a obla\u010dila dobijo nove dimenzije glede na kontekst,\u00ab pravi Marta Sawicka, direktorica blagovne znamke pri Answear. \u00bbIdeja \u2018Odeni \u017eivljenje v dragocenosti\u2019 za\u017eivi na ve\u010d ravneh \u2013 od raznolikosti odnosov, prek ve\u010dplastne narave obla\u010dil, pa do igre besed v na\u0161ih kampanjskih sloganih.\u00ab<\/p>\r\n\r\n\r\n\r\n

Za edinstven, skoraj filmski zna\u010daj kampanje je poskrbela mednarodna ekipa ustvarjalcev. Re\u017eiserka Adi Halfin, znana po svojem umetni\u0161kem pristopu k podobi in gibanju, je ustvarila pripoved, v kateri kamera sledi plesu, kot da sledi \u010dustvom \u2013 od blizu, intimno, a hkrati z veliko mero dinamike. Koreografija Emilie Leriche razkriva napetost med liki in omogo\u010da, da obla\u010dila postanejo del koreografije, ne le rekvizit.<\/p>\r\n\r\n\r\n\r\n

V igralski zasedbi nastopajo mednarodno priznani umetniki: Mathilde Lin, znana po glavni vlogi v glasbenem videu Harryja Stylesa As it was, David Lagerqvist, Angele Villanueva Jara, finalistka programa You Can Dance, ter Mermoz Melchior. Vsak izmed njih kampanji prina\u0161a avtenti\u010dnost in izraznost, zaradi \u010desar so zgodbe v spotih univerzalne in blizu gledalcu.<\/p>\r\n\r\n\r\n\r\n

Za vizualno plast je poskrbel glavni stilist Answeara, \u0141ukasz Witek, ki se je pri stilizacijah osredoto\u010dil na izrazite, a hkrati brez\u010dasne elemente premium blagovnih znamk ter poudaril njihovo ve\u010ddimenzionalnost.<\/p>\r\n\r\n\r\n\r\n

Kampanja AW25 ‘Odeni \u017eivljenje v dragocenosti’ je \u0161e ena iteracija ideje, ki jo Answear \u017ee dlje \u010dasa promovira. Dokazuje, da moda lahko postane nekaj ve\u010d kot zgolj produkt; postane umetnost pripovedovanja zgodb, \u010dustev in odnosov. Je filmski jezik, ki nagovarja \u010dute in ostane v spominu \u0161e dolgo.<\/p>\r\n\r\n\r\n\r\n

\"\"<\/figure>\r\n\r\n\r\n\r\n

Zasluge:<\/strong>
Re\u017eija: Adi Halfin
Koreografija: Emilie Leriche
Agencija: Saatchi & Saatchi
Account manager: Ma\u0142gorzata Wajdziak, Aleksandra Mielec
Strategija: Rados\u0142aw Chrobot, Agnieszka Kwa\u015bniewska
Kreativa: Magda Drozdowska, Quentin Carenzo, Sonia Nowacka
Produkcija: Marta Gierej, Magdalena Barszcz
Answear: Marta Sawicka, Katarzyna Kaczmarczyk
Glavni stilist, Answear: \u0141ukasz Witek
Produkcijska hi\u0161a: SHOOT ME
Producent: Zdzich Heydel
Vodja produkcije: Jagoda J\u0119drzejewska
Postprodukcija: VEIN
Zvok: G\u0142o\u015bno<\/p>\r\n","protected":false},"excerpt":{"rendered":"

\u010cas branja:<\/span> 3<\/span> min<\/span><\/span> Na\u0161a najnovej\u0161a kampanja je zgodba, ki presega meje klasi\u010dnega modnega ogla\u0161evanja. \u00bbOdeni \u017eivljenje v dragocenosti\u00ab je slogan, ki v tej ediciji postane metafora za odnose \u2013 tako intimne kot vsakdanje, prepletene kot plesni koraki. Gre za zgodbo o \u010dustvih, vtkani v obla\u010dila, ki dobijo svoj pomen glede na kontekst in osebo, ki jih nosi.<\/p>\n","protected":false},"author":54,"featured_media":49561,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,145],"tags":[421,2193,2331,1164,2274,274,2151],"yoast_head":"\nPles odnosov v novi Answear kampanji AW 2025 - Blog Answear SI<\/title>\n<meta name=\"description\" content=\"Na\u0161a najnovej\u0161a kampanja je zgodba, ki presega meje klasi\u010dnega modnega ogla\u0161evanja. \u00bbOdeni \u017eivljenje v dragocenosti\u00ab je slogan, ki v tej ediciji postane\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/answear.si\/blog\/ples-odnosov-v-novi-answear-kampanji-aw-2025\/49560\/\" \/>\n<meta property=\"og:locale\" content=\"sl_SI\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Ples odnosov v novi Answear kampanji AW 2025 - 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