Fashion - LEI LOU More Than a Fashion Brand

LEI LOU

More than a Fashion Brand

Više od modnog brenda

“More than a fashion brand” has been the motto of this Croatian fashion house since Aleksandra Dojčinović, the creative designer and owner, decided to start a company in 2007.

„Više od modnog brenda“ moto je ove hrvatske modne kuće još otkad je Aleksandra Dojčinović, kreativna dizajnerica i vlasnica, odlučila osnovati tvrtku 2007. godine.

Although it all started as a young woman’s dream to establish something unique in the field of fashion and design, Lei Lou has become a respected and recognizable Croatian brand that includes fashion, product and visual design, art, marketing, consulting and event organization.

Lei Lou’s advanced approach and timeless design, characterised by a contemporary vision of restored classics and wardrobe basics, have led them to produce garments designed to last beyond each season. Traditional methods and new techniques are merged into unique collections for women of all ages and affinities.

The campaign for this brand’s new collection was filmed in magical Dubai. Lei Lou is fully returning to their fashion roots this spring, so the collection is an ode to femininity in the full sense of the word, as it celebrates beauty, but also peace in perfect harmony with the idyllic background in which it was shot.

The accentuated silhouette, volume, details that make a difference, and atypical classic style are the best description of the vision of Lei Lou’s new spring, but also a source of good vibrations, which are so badly needed. With this campaign, Aleksandra introduces us to a more beautiful world without pandemics and wars, in which fashion is a weapon for optimism, but also an excellent medium for sending strong messages about life and circumstances. Iako je sve počelo kao san mlade žene da uspostavi nešto jedinstveno u području mode i dizajna, Lei Lou je postao cijenjen i prepoznatljiv hrvatski brend koji obuhvaća modu, produkt i vizualni dizajn, umjetnost, marketing, savjetovanje i organizaciju događaja.

Napredni pristup brenda Lei Lou i bezvremeni dizajn koji karakterizira suvremena vizija obnovljenih klasika i osnova garderobe, doveli su ga do proizvodnje odjevnih komada napravljenih da traju i izvan sezone. Tradicionalne metode i nove tehnike spajaju se pritom u jedinstvene kolekcije za žene svih dobi i afiniteta.

Kampanja za novu kolekciju ovog brenda snimljena je u čarobnom Dubaiju. Lei Lou se ovo proljeće u potpunosti vraća svojim modnim korijenima, pa je kolekcija zapravo óda ženstvenosti u punom smislu, budući da slavi ljepotu, ali i mir u savršenom skladu s idiličnom pozadinom u kojoj je snimana.

Naglašena silueta, volumen, detalji koji čine razliku i netipična klasika najbolji su opis vizije novog proljeća u znaku Lei Lou, ali i injekcija dobrih vibracija, svima toliko potrebnih. Aleksandra nas ovom kampanjom uvodi u neki ljepši svijet bez pandemija i ratova, u kojem je moda oružje za optimizam, ali i odličan medij za slanje snažnih poruka o životu i okolnostima.

The shooting of the new collection in Dubai was no accident. It has been a full ten years since Aleksandra Dojčinović signed her first contract with a concept store from the Emirates, which was the beginning of the brand’s breakthrough into international markets. This is a great combination of fashion and tourism, since the campaign was filmed in the lavish gardens of the luxurious Four Seasons Jumeirah Beach Resort, which is also a great promotion of Croatia as a tourist destination, but also of Dubai as a favorite destination of many Croats.

Lei Lou is one of the few brands in the world that has been allowed to shoot a campaign at this location. Several international fashion magazines, such as Marie Claire and Vogue, have also shot there. Snimanje nove kolekcije u Dubaiju nije slučajnost. Naime, prošlo je punih deset godina otkako je Aleksandra Dojčinović potpisala prvi ugovor sa concept storeom iz Emirata, što je bio početak proboja brenda na internacionalna tržišta. Sjajan je ovo spoj mode i turizma, budući da je kampanja snimljena u raskošnim vrtovima luksuznog Four Seasons Jumeirah Beach Resorta, što je ujedno i sjajna promocija Hrvatske kao turističke destinacije, ali i Dubaija kao omiljenog odredišta brojnih Hrvata.

Lei Lou je jedan od rijetkih brendova u svijetu kojem je dozvoljeno snimanje kampanje na spomenutoj lokaciji, a do sada su tamo snimali i neki svjetski modni časopisi, poput Marie Clairea i Voguea.

Photographs | Fotografije:

Goran Matijašec

Models | Modeli:

Sabrina Mello, Mayara Wolfe, Luna Mingming

Make-up | Šminka

Žana Kožul

Lei Lou Store:

Ilica 15, Zagreb