Ana and Bastian Schweinsteiger celebrate with BRAX

Ana and Bastian Schweinsteiger celebrate with BRAX

CAMPAIGN PREMIERE IN BERLIN

On 14 January 2020, as part of Berlin Fashion Week, the Herford-based fashion label BRAX invited guests to an exclusive house party in an extraordinary location, the "Fabrik 23". The approximately 130 national and international "Friends of the brand" experienced the perfect arc of suspense: A video clip showed new BRAX brand ambassadors Ana Ivanović and Bastian Schweinsteiger being delivered in a wooden box.

With the claim "Ana & Bastian love BRAX", BRAX aims to emotionally address new national and international target groups. "This evening was a very special moment for BRAX, because for the first time in the company's history, two celebrities are representing our company, our brand values and our fashion," said Marc Freyberg, Director Marketing & E-Commerce/Company Spokesman at BRAX.  

Taking a 360-degree approach, the campaign will be conducted in print, online and on social media, with a focus on the digital sector. Hence the production, which took place in Barcelona in December 2019, focused on moving images that are suitable for all channels and have viral potential. The house party also marked the start of the social media campaign on Facebook and Instagram, with the main campaign starting in March 2020.

Another highlight of the evening was the "Ana & Bastian love BRAX" capsule collection, which will be available in autumn/winter 2020. It comprises 16 collection pieces, which were curated and personally presented by Ana Ivanović and Bastian Schweinsteiger. "The enthusiastic reactions of our business partners confirm that we've found the perfect faces for BRAX with Ana and Bastian. They will help us continue to develop brand perception in a positive way," says Marc Freyberg.

You can find more information about the company and the BRAX brand world at www.brax.com  

BRAX was established in 1888 in Berlin. Today, the headquarters of the premium casual label BRAX is located in Herford in East Westphalia. The fashion label has been specialising in trousers for men and women since 1971. Based on many years of success in its core area, trousers, BRAX is now broadening its strengths to knitwear, shirts, blouses and outdoor clothing – BRAX is turning into a vertical clothing brand. Across the world, BRAX presents its collection in all important specialist retailer partners at more than 1,800 shop-in-shops and 100 free-standing stores in Germany, Europe and Asia. More than 1,300 employees support the brand's values: Stylish, smart and passionate.  

About BRAX

FEEL GOOD! - Herford-based fashion label BRAX has stood behind this lifestyle for more than 125 years. Founded by Bernward Leineweber in Berlin in 1888, the company has made a name for itself as a key player in the premium casual clothing segment.

BRAX is all about passion: A passion for inspiring customers for our products. This passion guides us in every project and all decisions during our day-to-day work. This has enabled us to develop BRAX into a successful casual fashion brand, well beyond our core product - trousers. In a changing world of fashion, we are shaping the future of BRAX in cooperation with our partners and customers. Our products are a byword for perfection and quality. Our desire to provide a top-quality service is reflected in our products, communications and in the people who represent our company, whether at the point of sale, in the media or in the digital world. Our fashion is modern and innovative. Our customers are the architects of their own lives, are mainly 35-59 years old, are experienced and have the positive trait of valuing what is genuinely important.

The brand values smart, stylish and passionate epitomise the BRAX brand! For our partners we are an image anchor, for our customers always the right choice when it comes to the demanding implementation of fashion trends, while at the same time convincing with product innovations and a high degree of fashion. Our passion is contagious!
More than 1,100 employees are decisively responsible for the success of the BRAX brand, while over 1,800 shop-in-shops serve as image carrier of our label worldwide. We combine online and offline stores into smart solutions and the BRAX marketing activities reach people worldwide without neglecting local conditions - think global act local.