Clothes make the man, and some people make a German fashion label an international one. A label seen on the streets and the catwalks of Milan, Paris and Tokyo. This happened to the thom/krom label that Karl Anders not only successfully positioned but also quasi-rediscovered.
An entire corporate identity was devised and its effect created a basis for a new world for the brand. Inspired by the spirit of Nouvelle Vague, the Avant-gardes, Jean Luc Godard films and much contrast, interact to communicate thom/krom as a consequent new image in all media. From convention stand to the website to events, all speak the language of the night. Especially made for people who feel dressed by the night – literally.
thom/krom is also about leaving certain things behind and being uncompromising like the night itself. The product is not actually seen in the campaign motives. This approach gives thom/krom viewers space for their own inspiration and imagination. Poetically connecting the new claim and the positioning together “The night is your friend, my love.”