s.Oliver: Playing with Denim Styles

Well-known casual brand s.Oliver has announced a month long marketing campaign for their apparel brands called ‘Play Denim.’ The campaign’s key visual is a customized ‘Play Denim Rubik’s Cube’, which would be used in all communication channels. Additionally, there will be print

advertisements as well as online banner ads. “A crazy window concept that creates the illusion of the s.Oliver Rubik’s Cube crashing the glass of the windows will be the main visual treat for the customers at all s.Oliver exclusive stores,” explains Kunal Pant, Head Design & Buying, s.Oliver Fashion India.

The complete brand is about casual wear. And denim is an important part both by conventional norms and the trend. This spring/summer the special focus at s.Oliver is on denim. They advise on how denim as a staple in the wardrobe can be played around with to create innumerable combinations. “The punchline of Play Denim is ‘Play with styles’. Mix your outfits. Find your combination,” Pant explains. The encouragement to combine and recreate styles gives fashion a playful element. This is perfectly captured in the key element – the iconic Rubik’s Cube. It represents a seemingly infinite number of combinations, variations and results – because denim goes with everything and allows the company to combine and style it with other pieces of clothing.

In fact, s.Oliver’s love for details comes through very evidently in their new collection. There is a lot of play with vintage and dirty washes, crushed pockets, denim patchwork, colored thread on jeans and the use of the word ‘denim’ as imprints, logos and embroidery stamps on shirts and T-shirts. Major denim trends such as distressed and worn-in effects continue to do well this summer. The grey denims and ‘Jeggings’, a pair of denim leggings, preferably in both light and dark denim hues, are slated to be must haves of the season. The campaign’s key visual – the ‘Play Denim Rubik’s Cube’ will also feature in different avatars on casual T-shirts.
Currently, they have five exclusive stores and are present in eight shop-in-shops. In the first half of this year they plan to add another EBO and be present in 12 more shop-in-shops.