As a dedicated weaver of rare natural fibres, Hinterveld has become a luxury South African brand, internationally recognised for quality in homeware. In 2016, Strategy was approached to create a campaign to launch Hinterveld’s exclusive collection of fashion accessories. Customers of luxury goods seek authenticity and are willing to invest in quality, insights that we kept top of mind when asked to develop the creative assets that would set the tone and launch Hinterveld’s 2017-18 collection.
Inspired by the stark contrast between the tactile nature of the Mohair fibre and the barren landscape of the Karoo, our aim was to combine local nuances with international couture culture. We embarked on a series of photoshoots, from which we created a range of catalogues, websites and elements for international trade shows to position the brand as a high-end fashion label.
Since the launch of the new collection in January 2017, the brand has experienced greater brand appreciation amongst international retailers, impacting positively on its private label business, whilst attracting interest from international fashion labels.