In the first Real Glam campaign, we defined style as the opposite of magazine trends or designer-imposed formulas — this time, we’re showing another facet of true style: the real, seen as imperfect, as natural.
Strategy
- Communication Platform
- Communication Strategy
Creativity
- Creative Concept
- Copywriting
- Art Direction
Production
- TV & Online Commercial
- Main Visuals Photography
- Product Photography
Idea
The FW continuation of the Real Glam campaign will focus on this tension between real and perfect. We’ll show how small mistakes and accidents add charm to our lifestyle — how style isn’t defined by perfection, but by each of us as we are: rushed, distracted, absent-minded, careless.
Imperfections give things their charm, a flavor that isn’t just a reflection of the human condition — imperfections make things feel accessible. People, outfits, moments — nothing in life is perfect. That’s why we can step out on the street calmly, without worry or anxiety.
The concept of Real Glam expresses exactly this natural state of things — imperfections, accidents, flaws, compromises.
Catwalk the talk
Reality is perfect just as it is — and we invited it onto the catwalk. With all its imperfections. With mistakes, accidents, and surprises. Lines at the counter, scooter crashes, arguments in the park: perfection is everywhere, and it shines brightest against the pristine white of the runway.
Perfect style is imperfect. Sometimes absent, sometimes exaggerated, but never forced. Like a selfie with your back against a graffiti-covered wall. Like a bag full of oranges that just ripped open. Or like that moment when you dodge falling plaster.
Product photography:
Collection booklet:
See us in action in the making of this campaign:
Creative Team
- Traian Aron
- Dan Stanescu
Production
- Studio Set
Client
- TEZYO by Otter Distribution