Aeyde's Pre-Fall Campaign Tributes Its Berlin Roots
Drawing inspiration from Bauhaus and Brutalist styles.
Berlin-Jul 11, 2024 Aeyde just launched its Pre-Fall 2024 campaign, sparking a collaboration between visual artist and photographer Vitali Gelwich and model Greta Hofer.
Tributing its home city of Berlin, the “Aeyde Elemente” campaign showcases the brand’s latest silhouettes, including the pointed-toe Mary Jane Cleo, pointed ankle Perrine and Rissa pumps, squared-off Sunny Mary Janes in oil-slick and croc-effect finishes, along with the knee-high Cecilia boots.
Speaking about this season’s inspirations, founder and creative director Luisa Dames says “It’s the first season where the conceptual side of the brand ties in so closely with the commercial, design, and editorial side. Bauhaus and Brutalism were the initial threads, but they are hard to translate into concepts. We found the word ‘elemente’ (the German version of the English ‘element’), which is what Bauhaus and Brutalism are, essentially.”
She adds, “We spoke about the essence of these design movements stemming from rough simplicity and an almost ascetic design sensibility, for example, using concrete as a material. From there, we dissected the collection into its compounds and composites, allowing us to explore different elements per drop.”
Within the first drop of the collection, Aeyde looks to elements like structural steel, the red-hued pigment of lycopene and the well-known sex hormone, oxytocin, as its inspirations.
Take a look at the new campaign above, with the first instalment of the collection now available for purchase via Aeyde.
While you’re here, School of Sustainability.
