Cape Town (South Africa), 22 November 2022 – This season BIRKENSTOCK launches its first locally-inspired summer campaign, blending German heritage with South African flair to showcase a sizzling collection against a backdrop of vibrant colour and bold pattern.
The distinctive way that South Africans style their BIRKENSTOCK’s has inspired a campaign which pays tribute to the love that local fans have shown the footwear brand.
South Africa is a nation of colour, pattern, and texture, and the summer campaign features three local tastemakers: designer and co-founder of Moea Design Cassandra Twala, ImprintZA founder and creative director Mzukisi Mbane, and fashion disrupter and creative Yasmin Furmie, who bring their distinct flair and creativity to the campaign in an authentic way.
BIRKENSTOCK didn’t need to look far for a pattern to feature in the campaign. The solution was found beneath its feet on the outsole, where the trademarked BIRKENSTOCK bone print appears on the bottom of every sandal. This stamp of originality is the perfect foundation on which to bring a South African twist of colour and texture to life in the brand’s summer 22/23 in-store, digital and social media platforms.
The trio of South African personalities featured in the campaign were selected for their unique style and creative contributions, each showcasing how they style their BIRKENSTOCKS and how the brand’s values resonate with them.
Cassandra Twala, designer and co-founder of Moea Design, an architecture and interior design consultancy believes fashion and comfort go hand-in-hand, combined with a sense of timelessness and quality in material. “Things should be created to last.”
“It is key for people relate to a product in a language they understand,” says Mzukisi Mbane the designer and owner of ImprintZA, an Afro-Futuristic Pan-African fashion brand. With his designs being featured in Vogue Italia and having graced international runaways, Mzukisi understands the value of localisation.
The fabulous Yasmin Furmie, a fashion icon and trend-setting creative defies all expectations. Yasmin believes the rest of the world is looking to South Africa for inspiration in all creative aspects of life: “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.”
This summer BIRKENSTOCK makes a sizzling style statement with distinctive colourways, bold patterns, and unique colour combinations. From the iconic pattern on the sole, all the way up through four to five layers of footbed, every model is made to ergonomically mould to the shape of the foot, making every stride stylishly comfortable.
The elegant Cassandra steps out in the Big Buckle Gizeh and Arizona, which are available in both nubuck and velvet. The Big Buckle Collection features this summer’s hottest colours, fuschia and beryl, in addition to classic BIRKENSTOCK colourways.
Bold, confident and yet comfortable best describes Mzukisi’s style philosophy as well as his choice of the Arizona Desert Buck in sandcastle. This season’s Desert Buck Collection also features the Kyoto in sandcastle, black and burnt clay, as well as the Arizona in roast.
Styled to surprise and delight, Yasmin makes the back-strapped Milano and close-toed Boston her own with distinctive, layered styling. Bright white, one of this season’s freshest colourways, is available in an array of styles and finishes, all with the iconic BIRKENSTOCK footbed.
BIRKENSTOCK has remained steadfast and authentic in an ever-changing fashion industry since 1774. Its almost 250-year legacy is deeply rooted in the fine art of crafting premium quality shoes which offer the very best in comfort, support, and style. Materials are sourced sustainably, with German craftmanship and the original footbed at the heart of every BIRKENSTOCK shoe.
Made In Germany. Made Um’Swenko Here. Shop the latest BIRKENSTOCK Summer Collection at BIRKENSTOCK stores and online at bashafrica.com.
Bash Africa, the official distributors of BIRKENSTOCK in South Africa is the force behind the campaign. Bash collaborated with OFyt (Old Friends Young Talent) to conceptualise and design the campaign creative, Lamppost Productions for shoot, imagery and video, and Splash for media relations, influencer partnerships and advertorials.