April weather

The harsh climate during Frauenschuh’s campaign photo shoot becomes a practical test.

Which circumstances could demonstrate an autumn-/winter-collection’s functionality better than the unpredictable April weather here in the Kitzbühel Alps? That’s exactly what happened at this year’s campaign photo shoot for Frauenschuh in April 2019. At that time Tyrolean spring still took a while to get started.

Perfect setting

Max von Gumppenberg, photographer from Berlin, the producer Tobias Brahmst and their photo team were welcomed with frost and even a bit of snow – ideal conditions to create authentic images of the winter collection. Mountainscapes on the Hahnenkamm and in Kelchsau as well as lakes such as Schwarzsee and Pillersee were chosen as shooting locations.

The new collection’s faces

Wearing outfits by Frauenschuh, the models Sara Blomqvist, Benoni Loos and Marie Frauenschuh were perfectly protected from the freezing temperatures. They also loved the setting.

Sara Blomqvist, originally from Sweden, now living in New York, was especially impressed by the landscape, the mood and by Austria in general as she expressed repeatedly. The successful model has just walked shows for Prada, Jil Sander, Tod’s, Dries Van Noten and Missoni.

Saved the best for last

On the last day of the campaign shooting the sun finally came out to complete the variety of different impressions. Tyrolean weather after all is as versatile as Frauenschuh’s fashion which allows facing every condition with a lot of style and coolness.


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