This season, BIRKENSTOCK debuts its first locally-inspired summer campaign, fusing South African originality with German tradition to highlight a collection against a background of vivid colour and striking patterns.
A campaign honouring local supporters of the footwear brand has been inspired by the unique manner South Africans dress down their BIRKENSTOCKS.
Three local tastemakers are featured in the summer campaign since South Africa is a country of colour, pattern, and texture: fashion disruptor and creative Yasmin Furmie, co-founder of Moea Design Cassandra Twala, and Mzukisi Mbane, founder and creative director of ImprintZA.
BIRKENSTOCK didn’t need to look far for a pattern to feature in the campaign. Its outsole, which bears the distinctive BIRKENSTOCK bone print on the bottom of every sandal, was where the answer was discovered. This mark of originality serves as the ideal starting point for the brand’s summer 22/23 in-store, digital, and social media platforms. The three South African individuals that appear in the campaign were chosen due to their distinctive fashion senses and creative contributions. Each of them displays how they style their BIRKENSTOCKS and how the brand’s values apply to them.
“Things should be created to last”, Cassandra Twala believes fashion and comfort go hand-in-hand, combined with a sense of timelessness and quality in material.
According to Mzukisi Mbane, “It is key for people to relate to a product in a language they understand.” Mzukisi is aware of the importance of localisation because his creations have adorned international runways in the past. The rest of the world, in Yasmin Furmie’s opinion, looks to South Africa for inspiration in all facets of creativity because, “we are so culturally diverse, yet somehow, we manage to fuse this diversity so beautifully. We can also tell stories in unique ways, especially in fashion.”
BIRKENSTOCK makes a fashion statement this summer as every model is made to ergonomically mould to the contour of the foot, making every step elegantly comfortable, starting with the recognisable sole and continuing up through four to five layers of the footbed.
The Big Buckle Gizeh and Arizona, which come in nubuck and velvet, are worn by Cassandra. The Big Buckle Collection includes traditional BIRKENSTOCK colourways along with the hues of the summer, fuschia and beryl.
The best way to characterise Mzukisi’s sense of style and his decision to wear an Arizona Desert Buck in a sandcastle is bold, self-assured, and yet cosy. The Kyoto comes in sandcastle, black, and burnt clay this season, along with the Arizona in roast, all as part of the Desert Buck Collection.
Yasmin’s innovative, layered design gives the back-strapped Milano and closed-toe Boston a fresh look that will surprise and excite. One of the season’s most contemporary colour choices, bright white, is offered in a variety of shapes and finishes, all of which have the BIRKENSTOCK footbed.
Since 1774, BIRKENSTOCK has maintained its consistency and authenticity in the ever-evolving fashion business. Its nearly 250-year history is firmly entrenched in the exquisite art of creating high-end shoes that provide the greatest in support, comfort, and design. Each BIRKENSTOCK shoe is built on German craftsmanship, ethically sourced materials, and the original footbed.
Discover the collection at bashafrica.com
