A Modern-Day Gentleman

T-Michael Campaign

About

T-Michael likes to blur boundaries. He has merged the universes of bespoke tailoring and ready-to-wear with his collection of suits, shirts, bags, shoes, scarves and cufflinks. His conceptual approach to men’s tailoring juxtaposes time-tested tradition and a trademark effortless style.

Together with Alexander Helle he owns the award-winning brand Norwegian Rain. They have transformed rainwear into stylish fashion without compromising on functionality.

Berlin Campaign

The pursuit of an effortless modern-day man’s wardrobe continues – this time in the German capital. Designing his spring/summer 2017 collection, T-Michael got inspired by his love for the metropolises Berlin and Tokyo. To stage the garments at their best, the shooting for the new lookbook took place in Berlin.

Creative Concept

Press Factory initiated the project right from the start and introduced T-Michael to the faces of the campaign: Our local heroes Chris Glass, Anton Cobb, Daniel Padilla Werner and Martin Kuhlmann. To create a genuine atmosphere, the idea was to shoot personalities from Berlin at their favourite spots in the city, wearing the spring/summer 2017 collection of T-Michael.

Production

Starting with the casting of the models, in this case the movers and shakers of the Berlin creative and fashion scene, Press Factory was responsible for the whole production management of the spring/summer 2017 campaign of T-Michael, including location scouting and monitoring the shooting.

Media Relations and PR

The medialization of the campaign included the creation of a special mailing, which was sent to selected journalists. An outcome of this was for instance a great article in Whitelies Magazine.

„It is always one of the most exciting challenges to persuade the client all the way from the first idea to the production, cast, shooting and PR-medialization of his fashion campaign.

Mandie Bienek, Founder of Press Factory