{"id":50189,"date":"2025-09-22T08:00:30","date_gmt":"2025-09-22T06:00:30","guid":{"rendered":"https:\/\/answear.hr\/blog\/?p=50189"},"modified":"2025-09-23T15:07:31","modified_gmt":"2025-09-23T13:07:31","slug":"ples-emocija-i-odnosa-u-novoj-answear-aw-2025-kampanji","status":"publish","type":"post","link":"https:\/\/answear.hr\/blog\/ples-emocija-i-odnosa-u-novoj-answear-aw-2025-kampanji\/50189\/","title":{"rendered":"Ples emocija i odnosa u novoj Answear AW 2025 kampanji"},"content":{"rendered":"Vrijeme \u010ditanja<\/span> 3<\/span> min<\/span><\/span>

Najnovija kampanja donosi pri\u010du koja nadilazi granice klasi\u010dnog modnog ogla\u0161avanja. Slogan \u201eOdjeni \u017eivot dragocjenim stvarima\u201c u ovom izdanju postaje metafora za odnose – intimne i svakodnevne, isprepletene poput plesnih koraka. Radi se o pri\u010di u kojoj su emocije utkane u odje\u0107u, koja dobiva novo zna\u010denje ovisno o kontekstu i onome tko je nosi.<\/strong><\/p>\n\n\n

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Dva poetska TV spota kampanje podsje\u0107aju na male filmske slike u kojima se moda spaja s koreografijom i rije\u010dima. Prvi se odvija u intimnom prostoru hotelske sobe. Upravo tamo bijela Paul Smith ko\u0161ulja i \u010dipkasta Twinset haljina postaju protagonisti pri\u010de o intimi, u kojoj svaki pokret plesa\u010da otkriva cijeli spektar emocija. Slogan \u201eNe treba ti da se odjene\u0161. Treba ti da se razodjene\u0161.\u201c donosi suptilnu, ali provokativnu igru rije\u010di, predstavljaju\u0107i odje\u0107u kao ne\u0161to vi\u0161e od odjevnog predmeta.<\/p>\n\n\n\n

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Drugi spot vodi gledatelje u otvoreni park, gdje se u ritmu plesa dvoje izvo\u0111a\u010da pojavljuje i tre\u0107i, neo\u010dekivani lik – vuneni kaput Patrizia Pepe. Njegova uloga nije samo za\u0161tita od hladno\u0107e, ve\u0107 i simbol emocionalne topline koja nastaje izme\u0111u dvoje ljudi. Slogan \u201eNe treba ti da ti bude toplo. Treba ti da osjeti\u0161 toplinu.\u201c tjera gledatelja da odje\u0107u promatra ne kao stvar, ve\u0107 kao univerzalni medij – nositelja uspomena, osje\u0107aja i odnosa.<\/p>\n\n\n\n

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\u201eU ovoj kampanji pokazujemo da jedan predmet mo\u017ee nositi mnogo zna\u010denja – ovisno o tome tko ga nosi i u kakvim okolnostima. Ba\u0161 kao i ljudski odnosi, na\u0161i komadi odje\u0107e imaju razli\u010dite nijanse i dimenzije, ovisno o kontekstu,\u201c istaknula je Marta Sawicka, direktorica brend marketinga u Answearu \u201eIdeja \u2018Odjeni \u017eivot dragocjenim stvarima\u2019 o\u017eivljava na mnogim razinama – od raznolikosti odnosa, preko slojevitosti same odje\u0107e, pa sve do igre rije\u010dima u na\u0161im sloganima.\u201c<\/p>\n<\/figure>\n\n\n\n

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Za jedinstvenu, gotovo filmsku estetiku kampanje zaslu\u017ean je me\u0111unarodni tim stvaratelja. Redateljica Adi Halfin, poznata po svom umjetni\u010dkom pristupu slici i pokretu, kreirala je narativ u kojem kamera prati ples kao \u0161to prati emocije – intimno, izbliza, a istodobno s puno dinamike. Koreografija Emilie Leriche dodatno nagla\u0161ava napetost me\u0111u likovima, dopu\u0161taju\u0107i da odje\u0107a postane dio koreografije, a ne samo rekvizit.<\/p>\n\n\n\n

Gluma\u010dku postavu \u010dine me\u0111unarodno priznati umjetnici: Mathilde Lin (poznata po glavnoj ulozi u spotu Harryja Stylesa As it was), David Lagerqvist, Angele Villanueva Jara (finalistica TV showa You Can Dance) i Mermoz Melchior. Svaki od njih donosi autenti\u010dnost i ekspresiju, \u010dine\u0107i pri\u010de u spotovima univerzalnima i bliskima gledateljima.<\/p>\n\n\n\n

Vizualni sloj oblikovao je Answearov glavni stilist \u0141ukasz Witek, fokusiraju\u0107i se na izra\u017eajne, a istovremeno bezvremenske komade premium brendova, nagla\u0161avaju\u0107i njihovu vi\u0161edimenzionalnost. Jesensko-zimska kampanja AW25 \u2018Odjeni \u017eivot dragocjenim stvarima\u2019 jo\u0161 je jedno izdanje ideje koju Answear ve\u0107 godinama promovira. Ona je dokaz da moda mo\u017ee biti vi\u0161e od proizvoda; mo\u017ee postati umjetnost pripovijedanja, emocija i odnosa. Filmski jezik koji se obra\u0107a osjetilima i ostaje u sje\u0107anju jo\u0161 dugo nakon \u0161to se svjetla ugase.<\/p>\n\n\n\n

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Zasluge<\/h3>\n\n\n\n


Redatelj: Adi Halfin
Koreografija: Emilie Leriche
Agencija: Saatchi Poljska @Saatchi
Client Service: Ma\u0142gorzata Wajdziak, Aleksandra Mielec
Strategija: Rados\u0142aw Chrobot, Agnieszka Kwa\u015bniewska
Kreativni tim: Magda Drozdowska, Quentin Carenzo, Sonia Nowacka
Produkcija: Marta Gierej , Magdalena Barszcz
Answear tim: Marta Sawicka, Katarzyna Kaczmarczyk
Glavni stilist: Answear: \u0141ukasz Witek
Produkcijska ku\u0107a: SHOOT ME
Producent: Zdzich Heydel
Manager produkcije: Jagoda J\u0119drzejewska
Postprodukcija: VEIN
Glazba: G\u0142o\u015bno<\/p>\n\n\n\n

 <\/p>\n\n\n\n

 <\/p>\n<\/figure>\n","protected":false},"excerpt":{"rendered":"

Vrijeme \u010ditanja<\/span> 3<\/span> min<\/span><\/span> Najnovija kampanja donosi pri\u010du koja nadilazi granice klasi\u010dnog modnog ogla\u0161avanja. Slogan \u201eOdjeni \u017eivot dragocjenim stvarima\u201c u ovom izdanju postaje metafora za odnose – intimne i svakodnevne, isprepletene poput plesnih koraka. Radi se o pri\u010di u kojoj su emocije utkane u odje\u0107u, koja dobiva novo zna\u010denje ovisno o kontekstu i onome tko je nosi.<\/p>\n","protected":false},"author":54,"featured_media":50190,"comment_status":"closed","ping_status":"closed","sticky":true,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133,145],"tags":[421,2098,2111,2102,1700],"class_list":["post-50189","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-answear-news","category-inspirations","tag-answear","tag-answear-hr","tag-aw25","tag-kampanja","tag-news"],"yoast_head":"\nPles emocija i odnosa u novoj Answear AW 2025 kampanji - Answear modni blog<\/title>\n<meta name=\"description\" content=\"Najnovija kampanja donosi pri\u010du koja nadilazi granice klasi\u010dnog modnog ogla\u0161avanja. 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