Scotch & Soda ad campaign

GOING GLOBAL: Amsterdam-based label Scotch & Soda has unveiled its first-ever ad campaign, called “From Amsterdam, From Everywhere.”

“The campaign marks a kickoff to a series of global brand initiatives to get more people to know and love the brand,” said Adam Kakembo, Scotch & Soda’s chief marketing officer.

Shot by Emma Summerton, who has also recently photographed campaigns for River Island and Kate Spade New York, and styled by Ondine Azoulay, the ads channel Scotch & Soda’s free-spirited, bohemian aesthetic.

The campaign features a host of international models, including Amsterdam-born Imaan Hammam and Naleye Junior, wearing the brand’s fall 2016 range, presented in New York for the first time earlier this year. A colorful room filled with vintage-inspired pieces, from printed wallpapers to sculpted furniture, features as the backdrop, complementing the collection’s eclectic mix of styles and textures. The label’s design team drew inspiration from items collected during their travels, be it vintage fabrics, artifacts or poems, to design the collection, which features tailored trousers, embroidered silk shirts, intarsia knits and leopard-print fur coats.

“The Scotch & Soda approach blends curiosity, irreverence and optimism that actually seems to come from being from Amsterdam. We wanted to show this poetic mix in each visual,” said Donatien Souriau, managing director of the brand’s advertising agency, Publicis 133.

The campaign will run in print publications across Europe, with a focus on the Netherlands and Germany, where the brand will concentrate its growth strategy in the next three years. It will feature in the September issues of the German editions of Vogue, GQ, Grazia and Glamour, the Dutch editions of Vogue and Vogue Man, as well as Italy’s L’Uomo Vogue and British Vogue.

The company has also been expanding its presence in New York under U.S. ceo Ari Hoffman, planning a new store opening on Columbus Avenue on Manhattan’s Upper West Side, as well as an expansion of its Bleecker Street unit.