SEVEN WOMEN: Esprit got the jump on Fashion’s Night Out with the re-opening of its three-floor, 18,000-square-foot store on West Berlin’s well-trafficked Tauentzienstrasse last week. Gone is the bright red logo — now replaced by a more subtle and sophisticated white one, and the sportswear brand’s formerly packed and rather jumbled merchandise presentation is also a thing of the past. Setting the scene: natural tones and materials, tightly focused selections and theme highlights, scattered seating areas and design accents, and much, much more room to breathe. In addition to opening new stores, Esprit has been actively revamping and modernizing its existing retail network, and the Berlin west side store is the latest key door to don Esprit’s refreshed look.
The re-opening was also a chance for Esprit to offer a teaser of its new “Everyday Amazing” fall/winter campaign which features seven “real” women, such as Viennese singer-songwriter and Berlin resident Anna F? who performed at the opening with her band. In an international “Muse” round-up, Esprit also tapped London’s food and healthy living blogger Ella Woodward (Deliciously Ella); Berlin photographer, yoga teacher and mom Nela König; Paris-based interior designer and business woman Gesa Hansen; Frankfurt stylist and photographer Nada Lottermann: Berlin’s sourdough bread baker and barter pioneer Malin Elmlid, and Hong Kong’s sustainable fashion shaker and mover, Christina Dean.
“We’ve worked with top models like Gisele Bündchen and Christy Turlington in the past, but this season we were looking to be inspired by real people with a real life,” commented Esprit global marketing manager Arnd Müller.