When reimagining German fashion giant Hessnatur our idea was to get back to the revolutionary mindset that made Hessnatur a true pioneer of sustainable fashion almost 50 years ago. We wanted the brand to become more diverse thus relatable and to have a clear message by redefining real beauty. We reworked all print and online advertising materials, developed a completely new visual language for photography, came up with new concepts for home and ecommerce and showed the client how they can be bolder with their communication.

When shooting the fall & winter collection with photographer Stefan Dotter and producing films for social media, the key was togetherness. We drastically changed the way Hessnatur portrays people by introducing more realistic muses including cooler models and people that reflect our views on diversity and body positivity. We are proud of our role in the evolution of Hessnatur, turning it from a classic brand into a contemporary one and creating a distinctive style that CEO Andrea Sibylle Ebinger simply hailed as ‘The New Retro’. It doesn’t sound bad at all.

Client Hessnatur, Concept & Creative Direction Christian Ruess, Photography Stefan Dotter c/o TAKE, Digital Operator Maximilian Mouson & Josua Piorr, Styling Birgit Steger, Styling Assistant Yosuke Kanisheiro, Hair and Make up Pia Seefried, Hair and Make up Assistant Isabel Simoneth, Light Operator Jean-Paul Pastor Guzmán, Production WE LOVE Artbuying, Models Lexi, Antonia, David, Jonas, Sany