Ottolinger Fall 2024 Ad Campaign

Review of Ottolinger Fall 2024 Ad Campaign by Creative Directors Christa Bösch and Cosima Gadient with Photographer Heji Shin

Ottolinger examines its own identity and creative practice with its new Fall 2024 campaign shot by photographer Heji Shin. In an atypical and intriguing new move, the campaign stars the brand’s founders Christa Bösch and Cosima Gadient.

The Swiss-born, Berlin-based design duo usually do not step into the spotlight and rarely give interviews, so their appearance as the stars of the campaign at once serves to subverts the air of mystery they have built around the identity of the brand while also deepening it.

With these two creative forces at their heart, Shin’s images take on an abstract and deconstructed yet powerful quality. A deceptively simple apartment in Berlin forms a space of creative ambiguity, dotted with books and haphazard furniture that seem to suggest a transformative narrative in process – especially in the compositions that see one of the designers standing and the other crawling across the floor or leaning against the wall. It’s a fitting atmosphere for the duo’s designs, which this season continue to deconstruct formal wear and femininity while introducing playfully cool trompe-l’œil elements.

Concocting a striking balance of ambiguity and directness, the campaign is a bold statement of Ottolinger’s unconventional and richly realized creative perspective.