Nybrogatan 52, 114 40 Stockholm, Sweden
+46 (0)8-661 23 01, info@wearegroup.se


Client: Seppälä

The Finnish fashion chain, Seppälä has been around since 1930 and is a true Finnish institution with its 230 stores. In recent years however, competition has increased with all the international chains that have established themselves in the country.

In the spring of 2013 we were given the assignment to reinvigorate Seppälä’s communication. In the concept, Fashionmania we created a new, more lucid language for Seppälä – both in the way they talk about their products and how they express themselves in images and film. In order to measure up to foreign competitors, we’re bringing in international models with strong personalities: Sophie Ellis Bextor, Karen Anne, Coco Rocha, Crystal Renn, Caroline Winberg.

“A classic in a new, edgy dress.”

The collaboration with Seppälä has just begun but already we are pushing the limits – with focus constantly on sales and how we dress a new Seppälä.

Crazy About Knits

We let Coco Rocha express herself dressed in the latest knits. Filmed in London by – cinematographer and Oscars nominee – John Mathieson.

Meet the Future of Fashion

We did editoral films with students of Central Saint Martins to catch the future of fashion.