Reiss, the renowned premium fashion retailer known for its elegant and subdued color palette, is making a departure from its signature style with the launch of its new AW22 collection. Breaking free from tradition, Reiss is embracing a more vibrant aesthetic and introducing intense shades to its traditionally neutral tones. This shift is being highlighted through a captivating campaign titled “Life in Colour,” which aims to inspire customers to explore and embrace bold, daring colors.
Recognizing the profound impact that color can have on emotions and mood, Reiss has partnered with esteemed color psychologist Karen Haller to explore the unique color palette of the season. By delving into the psychological aspects of color, Reiss hopes to encourage customers to step out of their comfort zones and experiment with brighter shades, ultimately transforming their daily lives.
The campaign imagery was shot in various locations across London, with the cityscape subtly incorporated in the background. Red buses blurred in motion symbolize the vibrant energy of the city, while neutral greys reflect its architectural elements and pavements. These visual cues further strengthen Reiss’ association with London’s dynamic urban lifestyle.
Reiss’ recent success serves as evidence that their decision to expand their color palette is paying off. With Next as the majority owner, the company reported record sales and profits in the previous year, with this momentum continuing into 2022. In the 26 weeks leading up to July 30th, total group sales were 38% higher compared to the same period the previous year and 42.7% higher than in 2019. These impressive figures demonstrate Reiss’ ability to adapt to changing consumer preferences and successfully evolve its brand identity.
Through its “Life in Colour” campaign, Reiss is boldly embracing a new era of vibrant and daring fashion. By celebrating the power of color and leveraging the expertise of a color psychologist, the brand positions itself as a leader in the realm of bold fashion choices. As Reiss continues to captivate its customers with its evolving style, it showcases the exciting and rewarding experiences that can be found by stepping outside of one’s comfort zone in the world of fashion.
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