Kurt Geiger and his collaboration with supermodel Karlie Kloss
BY SANDY STRASSER
(Published in The Produktkulturmagazin issue 2 2016)
Whether vintage, unique or displayed with plenty of British coolness: London fashion is always truly eye-catching. Hardly surprising, considering the British capital is one of the most fashion-forward cities in the world, home to such labels as Burberry, Cartier, Escada, Gucci, Louis Vuitton and Prada. And the well-established Kurt Geiger, with its numerous designer brands, has been a fixture of the city for decades now.
Kurt Geiger first opened in Britain’s fashion capital on Bond Street, London in 1963. Since the Sixties, the company has not stood still as it continuously evolves to make covetable footwear and accessories with a unique market position, pairing aspiration with accessibility. Creative Director, Rebecca Farrar-Hockley, and her team of specialist shoe and accessory designers make up the creative vision of the brand, situated at the company headquarters on Britton Street, London. The Kurt Geiger design studio makes distinct product creation for each label, from Kurt Geiger London’s Italian craftsmanship marrying cutting edge materials, signature sandals and razor-sharp stilettos, to KG Kurt Geiger’s London-cool, Miss KG’s fashion essentials at accessible price points and Carvela’s unique signature of sophisticated footwear and every day must-haves. In 2011, the company founded “Everything But the Dress”, a striking accessory collection with a blend of the capital’s edgy attitude with quality and accessibility – London styling is at the heart of the Kurt Geiger brand. An authority on designer footwear and accessories for women and men, today it has over 80 stores, a digital global flagship and over 240 concessions within the world’s most prestigious department stores.
And because the company is so much in tune with the times, it has unveiled its latest campaign a few weeks ago, featuring model-of-the-moment Karlie Kloss. The mood of the collection is energetic sports-luxe, where fashion pumps iron to powerful effect. Ditching strict fitness time, bags and shoes are designed to run wild in anytime. Flexible materials and effortless swimwear, sport sandal hybrids, sneakers in soft snake-cut leathers and frilly flat forms are made for fashion on the go. “Fashion sneakers and backpacks have become wardrobe staples, but this season breaks down boundaries between sport and fashion even further. Strong, energetic and alive. The campaign is about fashion designed for real life,” Creative Director Rebecca Farrar-Hockley explained. Talking about the new line Karlie Kloss said: “I loved being part of the Kurt Geiger Spring Summer campaign. I’ve always been a fan of this iconic brand not only for being a perfect red-carpet look, but also, now, for every-day running from the gym to work and everything in between!“
Picture credits © Eric Tortensson