Fashion photography meets DEDON and launches the new groundbreaking ad campaign, shot by the legendary fashion photographer Bruce Weber. At times of economic crisis where many of the world’s premiere fashion labels are cutting back on their campaigns, “Weber’s photographic series for DEDON, titled “Coming Home”, is big, bold and expansive, bringing together more than 20 models of diverse ages and ethnicities — many of them longtime favorites of the photographer — plus an assortment of dogs, birds, donkeys and even butterflies, to create a furniture shoot unlike any before it!”
Video Courtesy of DEDON
But who is Bruce Weber? For those of you who don’t know, Bruce Weber is well known for his everlasting images for companies such as Ralph Lauren, Calvin Klein, Gianni Versace and Abercrombie & Fitch. The main theme of the concept underlying the new DEDON campaign is a tree house which lies between matured trees; the tree house was actually selected by Weber for the photo shoot. Various furniture as well as DEDON’S unique and luxurious range set the stage for unique photography. The photo shoot is very scenographic and immersed with charm and a nostalgic yet romantic beauty while Weber has carefully chosen cast of models that enact scenes of everyday domestic life. Nonetheless, the setting, the models, the sun all “effortlessly convey the key DEDON message of feeling at home wherever you are — even in a tree house.”
“For 20 years now, DEDON has pioneered the idea of the outdoor living room,” says DEDON Founder and Chairman Bobby Dekeyser, “and with this tree house shoot, Weber has given that idea a fantastical new twist. What’s more, he’s captured the warmth, optimism and esprit de corps that DEDON has always stood for. Easy-going, free-spirited, yet highly professional, Bruce is very much on our wavelength. DEDON is proud to be the first furniture company to work with him.”
“Coming Home” sets the feeling as the images convey feelings where the setting sure does feel like you are coming home! The campaign reflects feelings of fun, creativity, luxury, yet it stirs emotions of desire, as well as a very homely and familiar feelings. Surely it doesn’t take us far away to exotic places; rather it brings us close to what we are familiar with _ our quarters! Furthermore, the photo shoot has been published in a 120-page limited edition book which is available only available on DEDON’s website and DEDON Stores worldwide.
About DEDON //
“DEDON was founded in 1990 by the former professional soccer player Bobby Dekeyser, revolutionized the outdoor furniture market with its designs within a few years. The basis for DEDON’s success is a highly durable synthetic fiber manufactured at the headquarters in the North German town of Lüneburg. Developed over 20 years ago, the unique DEDON Fiber is still considered “the original” in the industry; the “Made by DEDON” seal stands for the highest standards of quality and design. The fiber is washable, extremely easy to care for, and is not affected by saltwater, sunlight, and high or low temperatures, and furthermore is also ecologically degradable.”