“Bringing happiness and quality to every corner of the world.”
Swedish fashion company Happy Socks is proud to present its latest collaboration with world-famous photographer David LaChapelle, well known for his provocative style, featuring nine pictures and a very unique video. Let’s face it, socks, as a whole, aren’t the sexiest things in the world; but LaChapelle has managed, with this campaign, to make Happy Socks, the absolutely sexiest accessory through a provocative print campaign and an accompanying video that is crazy like a fox and bound to get people talking about the brand.
All details on the campaign can be found on http://www.happysocks.com/dlc
Happy Socks features an almost endless variety of models and designs, using a broad spectrum of color combinations and original prints. Simply put: there’s a pair of high-quality socks for every occasion, mindset and style. It all started under the cloud-ridden April sky of yet another belated Swedish spring in 2008. Two friends had a vision: to spread happiness by turning an everyday essential into a colorful design piece with a rigid standard of ultimate quality, craftsmanship and creativity. A concept now brought to perfection by the Happy Socks collective of creators. Today Happy Socks are sold at retailers in more than 70 countries worldwide, in Happy Socks concept stores and on http://www.happysocks.com.
David LaChapelle is known internationally for his exceptional talent in combining a unique hyper-realistic aesthetic with profound social messages. LaChapelle’s striking images have graced the covers and pages of Italian Vogue, French Vogue, Vanity Fair, GQ, Rolling Stone and i-D, and he has photographed personalities as diverse as Tupac Shakur, Madonna, Amanda Lepore, Eminem, Philip Johnson, Lance Armstrong, Pamela Anderson, Lil’ Kim, Uma Thurman, Elizabeth Taylor, David Beckham, Paris Hilton, Jeff Koons, Leonardo DiCaprio, Hillary Clinton, Muhammad Ali, and Britney Spears, to name a few. Even more importantly, he’s not afraid to go out on a limb and take the viewer with him.
For this collaboration Happy Socks chose an approach that would make most marketing people nervous: David LaChapelle was given a so called “Carte Blanche” – in essence he was told to do whatever he wants to. The company wasn’t afraid of this according to its Creative Director Viktor Tell: “We wanted to work with David LaChapelle because we really love his art, so for us to try and put any boundaries on his creativity would just go against everything we believe in“.
Mikael Soderlindh, Happy Socks CEO, adds: “We feel this collaboration really demonstrates what we are all about. Creativity is about letting go of rules and trusting your instincts, which is something we try to instil in everything we do.”
David LaChapelle’s take on Happy Socks is bursting with colour and attitude – or how David LaChapelle himself expresses it: “This colorful shoot was really dictated by the socks.” And the video itself has to be seen, preferably in the privacy of your home.