BERLIN, Germany — Luxury German fashion and accessories label Wunderkind is repositioning itself to focus on championing young creative talent. The move follows the recent acquisition of the brand by chief executive Peter Kappler, who took over as owner of the business from founder and former design head Wolfgang Joop last year.
Spanning all creative fields — including design, styling and music — these young talents will team with Wunderkind's in-house design team on collections, campaigns and future brand projects. This will coincide with a rebrand of its website and social media channels.
"We are developing a platform for creativity and design, so what we have around the brand is a creative crowd that is developing the collection on a luxury level," Kappler told BoF. "With this relaunch we are going in a totally new direction."
To kick-start the new strategy, the Berlin-based brand has collaborated with 032c's fashion editor Marc Goehring and model-artist Larissa Hofmann for its new campaign (starring Lera Abova, styled by Goehring and photographed by Hofmann). "For us it is very important that we don't do the hero kind of thing," said Kappler. "A bunch of creative people that enjoy working together is how we would like to communicate [the brand]."
Wunderkind will adjust their marketing and distribution strategies to accommodate smaller-scale product drops on a regular basis, which will sit beside the brand's continued seasonal collections. "We have to communicate with our clients much more frequently," said Kappler. There are also plans to partner with "leading retail stores" later this year to launch pop-up stores in locations around the globe, although none have yet been officially confirmed.
"I think there's a market for high creativity coming from Berlin, with a Berlin Spirit," said Kappler on the decision to relaunch the brand, declining to share any figures for the business. "The whole thing that we do comes from the inside… Berlin Spirit is a big thing. It has a big personal freedom and sophisticated creativity."
The brand's first collection under the new strategy will debut during Paris Fashion Week on March 3.