LET´S RETURN TO WHAT´S GOOD
With the SS21 campaign, we created a modern utopia that ﬁrmly rejects the callousness of the digital world.
We have internalised FUTURE NOW (Campaign AW20): Now is the time to shape this future. Let's move forward and return to what's good. Away from the computer screen and straight into bed! Unadulterated realness that stirs real emotions.
Passionate bodies that surrender themselves to the landscape with relish. Emotionally honest, authentic, and pure. Let's satisfy the desire for unadulterated moments together and give time a new meaning.
The world – and the fashion world in particular – seems to be increasingly obsessed with what comes next, the latest product, how fast something becomes available... And this is how short-sighted designs are used to create desire. But not at DRYKORN. We take a deep breath and focus on what's good. The current campaign rolls out the good sides of a consciously led modern life, in the hope of ﬁnding and inspiring like-minded people.
Elemental, but modern.
Rudimentary, but not digital, please.
Sensual, lascivious, authentic.
Unspoilt, unprocessed, pure.
The locations for this campaign are not far from the DRYKORN headquarters. So we did photo shoots in the greenhouses of the Franconian vegetable farmer Erwin, on the banks of the river Main and at the siho-ranch. The siho-ranch is a privately run animal shelter dedicated to taking in both animals in poor health as well as unwanted and mistreated animals and providing care for the rest of their lives. A documentary tells the stories behind the photos.