To kick off the Spring/Summer 2022 season, an integrated campaign was developed with two different versions tailored to target groups in the countries of Germany, Austria and Switzerland at one of the top virtual production studios. Inspiration, identity and unity are reflected in the two campaign themes, ‘Beauty of Spring’ and ‘Eternal Spring’, represented by nine European talents. The campaign begins on April 4, 2022. Alongside the latest designer looks from Dolce & Gabbana, Givenchy, Isabel Marant, Jacquemus and Zimmermann, exclusive jewelry creations for early summer from select designer and newcomer brands such as Bvlgari, Tiffany, Tilly Sveaas and Ariane Ernst are also showcased, all of them intended to stimulate and inspire individual expressions of style. The core of the campaign is the innovative production method of Extended Reality, used here to create a dream-like backdrop where real and virtual beings or objects appear together.

Thanks to the depth of this imaginary space, the viewer is transported into an inspiring spring landscape. The key unifying virtual element of both campaign formats is a blue butterfly designed by renowned French illustrator Pierre Mornet. Transformed into a digital 3D animation, this butterfly flutters through these early summer settings around a total of nine campaign talents, centered on fashion and beauty models Lorena Rae, Julia Banas and Stuttgart-based ballet soloist Matteo Miccini. This entirely innovative and hybrid campaign production merges together the real and digital worlds.

The central communication element of the campaign is a 20-second or 15-second campaign film, depending on the theme, that is broadcast on TV and all relevant digital channels and supplemented by print, out-of-home, DOOH and Breuninger’s own channels. Social media channels such as Snapchat and Instagram also play a central role. On breuninger.com, the campaign will be available starting April 4, 2022, or on TV starting April 19, 2022. Highlights of the extensive new designer collections can also be seen on April 5, 2022 at 7 p.m. in the “Digital Fashion Show” on breuninger.com accompanying the campaign.