Karlie Kloss is everywhere these days; if she’s not strutting down a runway or giving good face on the cover of your favourite glossy, then she’s in the gym honing her now infamous physique.
Having hung up her Victoria’s Secret wings for good in 2014, Kloss announced that she was going back to school and became a poster girl for Women in Coding everywhere, however 2016 looks set to be the year that Kloss invades the high street. With a campaign already unveiled for Topshop, Kloss is out to prove that just because the truly amazing haircut that sent her career stratospheric is gone, it doesn’t mean that the girl underneath it is.
Enter British shoe mecca Kurt Geiger…..
Kurt Geiger: Hey Karlie, we think you’re gorgeous and would love to have you front our latest Everything But the Dress campaign, what do you think?
Karlie Kloss: Well that sounds cool but since the whole Victoria’s Secret thing I’m really known for my Kookies and my endless gym shots so we’d have to work one of those into the theme somewhere….
KG: Hmmm, Kookies and shoes sounds messy, how about we go with the fitness theme?
KK: Sounds great. How much are you paying me?
KG: Like, a gazillion dollars
KK: I’m in.
…. I’m speculating, maybe that’s how it went.
The official line on the casting from the brand themselves is this: “Kurt Geiger unveil Karlie Kloss as the face of the Spring Summer 16 campaign. Shot by Erik Torstensson, the mood of the collection is energetic sports-luxe, where fashion pumps iron to powerful effect.” And there’s no denying that the images are beautiful, if a little contrived and you already know that I’m a huge Karlie Kloss fan. However, it does feel a little like Kloss’s love of fitness has been shoehorned into the campaign just to give her an identity – one she absolutely doesn’t need.
On shooting the campaign, Kloss said “I loved being part of the Kurt Geiger spring/summer campaign. I’ve always been a fan of this iconic brand not only for being a perfect red carpet look, but also, now, for every day running from the gym to work and everything in between! Rebecca’s vision for this collection brilliantly works for women who do it all.” Again, there’s that casual reference to fitness. Let’s remember people that Kurt Geiger is a brand synonymous with glamour in Britain and not known for it’s gym shoes or sneakers.
The collection itself looks pretty slick, casual cool, made using flexible materials and comprising effortless swimwear, sport sandal hybrids, sneakers in soft snake-cut leathers and frilly flatforms are made for fashion on the go. Contemporary yet simple, the flatform sandals and leather espadrilles will make for SS16 holiday essentials however it’s unlikely we’ll see any of them in the gym any time soon. Unless you’re Karlie Kloss, and even then it’s pretty unlikely.
“The campaign is about fashion designed for real life.” Says Creative Director, Rebecca Farrar-Hockley. Having known Erik Tortensson for over 12 years, the duo have worked together many times. Finding their inspiration from each other and the product, they continue to create fresh, innovative campaigns.