Supermodel Grace Elizabeth takes center stage in Cole Haan‘s “Reimagine Tradition” campaign, a bold celebration of the brand’s heritage and innovative spirit. The multifaceted Spring 2024 campaign marks a new chapter for the nearly 100-year-old American lifestyle brand, showcasing its commitment to honoring time-tested classics while infusing them with fresh energy for a modern audience.
The February chapter of the campaign, titled “Master the Art of Walking,” introduces exciting updates to two silhouettes: the women’s loafer and the men’s ZERØGRAND oxford. For women, the classic loafer gets a modern makeover with intricate braiding, bold color blocking and gleaming hardware. For men, the iconic ZERØGRAND oxford gets a sustainable upgrade with a FlowerFoam™ outsole made with at least 25% natural dandelion rubber.
“Cole Haan’s legacy of style is rooted in our tradition of craftsmanship, design and innovation,” said David Maddocks, brand president. “But that’s not what makes us iconic,” he continues. “We believe that tradition begins with the courage to take something that already exists and give it new life.” This ethos permeates the “Reimagine Tradition” campaign, which invites a new generation of customers to rediscover Cole Haan’s timeless appeal with a contemporary twist.
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Behind the scenes, a powerhouse creative team brought the campaign to life. Award-winning agency General Idea, led by Ian Schatzberg, conceptualized the brand’s vision, while renowned fashion photographer Theo Wenner and stylist Alice Goddard captured the essence of the collection with stunning visuals.
The Reimagine Tradition campaign unfolds in six chapters, each released monthly between February and July. Each chapter features a unique theme and product focus, offering a glimpse into the diverse and versatile world of Cole Haan. Look for “Dress for the After Party” in March and “Refresh the Morning Routine” in April, with more exciting reveals to come throughout the summer.
The first chapter of the campaign, featuring the updated loafers and ZERØGRAND oxfords, is available now on the Cole Haan website and in select stores. Be sure to check back for upcoming chapters and discover how Cole Haan is reimagining tradition for the modern age.
