The day after tomorrow, today will be the day before yesterday.
How Mayer & Cie. see the future.
The advertising slogan is really happening: "The future in knitwear" has long been a practical reality at Mayer & Cie. New technologies, new yarns, new areas of use - the future will open up a whole new range of new applications for knitted fabrics. A glimpse of this future has already been revealed to us in the new series of advertisements for Mayer & Cie., which can be found in all specialist magazines.
In the creative designers' vision, we are in the year 2020. Outer space has been explored and time travel is a reality. We live in peace with aliens, but the influence of these new neighbours on the human race is undeniable.
This was the initial idea, which took on more substance during discussions between the marketing and sales experts at Mayer & Cie. and the advertising agency. The subject was a demanding one and it was a challenge to turn it into something tangible: we show people of the future - the way we see ourselves tomorrow or perhaps in the year 2020. They are wearing extremely modern materials, as extreme as metallic knitted fabrics - all made on Mayer & Cie. circular knitting machines.
The next question was: which fabrics should be used to develop which fashion ideas? Expert advice in matters of clothing technology was provided by the University of Applied Sciences in Albstadt, under the guidance of Professor Barbara Puscher. She placed the task in the hands of two students, Géraldine Klotter and Marietta Cayé. First ideas were sketched, then patterns and fabrics were selected, much consideration went into what might go with which motif - and sketches of the models were made again and again. It was a competition for the best solutions, and when after four weeks the model drawings by the two students came under discussion, the verdict was soon unanimous. The results they had come up with were absolutely excellent. Retro aspects combined with metal knits, exquisite and risqué, elegance with a slightly foreign feel, and fashion ideas that may really become reality in the very near future.
While these ideas were being made up into garments, the advertising agency and photographers went scouting for a location and found what they were looking for not far away. In Scharnhausen, just outside Stuttgart, a new town hall has just been built, which is considered one of the most interesting buildings in the world because of its futuristic architecture. The photographer and advertising experts were agreed immediately - this is the right location. It might have been built specially for the Mayer & Cie. theme.
For an entire weekend, the town hall, which usually has its doors open to its citizens, was converted into a photo studio, and the protagonists soon quickly felt as if they had been transported into the future themselves. For the hair and make-up, we were lucky enough to engage a make-up artist and hairstylist who is internationally very much in demand. The two fashion designers from the University of Applied Sciences in Albstadt were busy as stylists, making sure their creations were seen in the right light.
The results were excellent and were also received with great enthusiasm by Mayer & Cie.
This was investment goods advertising of an alternative kind, but still close to the product. The advertising motifs will take the company directly to the ITMA 2003 in Birmingham, where Mayer & Cie. intends to prove its statement "A future in knitwear- once again, in a very impressive way.
One more thing - some of the photographs are available as limited edition posters, size DIN A 1 (59.4 x 84 cm). They can be ordered from Mayer & Cie. at verkauf@mayercie.de or on the company's website at www.mayercie.de.
Idea and implementation:
H. P. Bauer Werbeberatung GmbH, Stephan Hennings, Art, H. Peter Bauer Konzept und Text, www.h-p-bauer.de
Photography:
Jürgen Altmann, Stuttgart, www.juergenaltmann.de
Hair and make-up:
Alexander Becker, www.alexanderbecker.com
Kollektion:
Géraldine Klotter and Marietta Cayé,
University of Applied Sciences, Albstadt
[ 01.01.2003 ]
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Endless ideas - but what suits who?
Designs and fabrics come together.
The designs are discussed at Mayer & Cie. (from the right): Marietta Cayé, Géraldine Klotter, Waltraud Speidel, Erich Bizer (head of the pattern department), head of marketing Oliver Scharf and marketing assistant Ramon Clavijo.
The living room is transformed into a work room.
Night turns into day: making-up the garments.
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