The values of the sustainable clothing line, which is produced in Europe, are turned inside out with statements - photographically staged by Nadine Ottawa.
The images are used on all digital Friday communication channels and for international media relations. As a point-of-sale measure, various items of clothing were directly labelled by hand with the statements. The unique pieces will adorn selected Freitag stores in various countries in the coming weeks. In addition, the new garments will be shown in a brochure that playfully and simply explains the consistent concept of F-abric in the size of a trouser pocket.
Responsible for overall direction, creative direction & copy: Friday. Responsible for concept, art direction, lettering: Studio Marcus Kraft. Photography: Nadine Ottawa. Photo Assist: Claude Gasser. Models: Veronika Kunz, Kevin Städler. Styling: Jennifer Tschugmell. Hair & Make-Up: Nicola Fischer