Birkenstock found inspiration for its new Spring ’17 campaign in the tech world.
The comfort brand tapped photographer Dan Tobin Smith to shoot the campaign. Smith’s resume includes over a decade of experience in photography, including still life photos for Apple.
Images present Birkenstock’s signature styles in a modern and striking way, focusing on materials and hardware with minimal copy. In a press release, the brand said, “These iconic products do not require any claims or explanation.”
The campaign focuses on key sandal silhouettes, like the Arizona and the Gizeh, as well as the brand’s closed shoe category.
Birkenstock is amplifying its voice, targeting new customers and a younger generation. In January, the company announced it would be launching a home goods category. It is also set to introduce a natural care cosmetics line later this year and will start to build a global press agency network in all key markets starting this month.
The campaign will break internationally in March issues, including W Magazine, Elle USA, NYT.com, CR Fashion Book and Fantastic Man as part of a new global partnership with Zenith Optimedia.