Berlin — British superstar Robbie Williams is helping German lifestyle brand Marc O‘Polo celebrate its 50th anniversary not with a song, but a special sweatshirt edition for women and men.
The capsule collection, which features a hoodie, was designed in close collaboration with the singer and will officially go on sale July 6, 2017 exclusively in Marc O’Polo stores and the brand’s e-shop.
Adding a further candle to the cake, Peter Lindbergh was called in to shoot the campaign.
Marc O’Polo is not divulging more collection details, including prices or the number of stockkeeping units, at this time. However, chief operating officer Bernd Keller did share some background regarding the Stephanskirchen-based premium casualwear company’s most illustrious collaboration to date.
“It all started with us turning 50 this year. Marc O’Polo has always been well-known for sweatshirts,” Keller commented. He noted that sweatshirts are having a big moment right now in line with the late Eighties, early Nineties movement. “And Robbie Williams was superhot at that time. We wanted to kind of reinterpret the sweatshirt and make it on trend, and he’s just so clearly the best person to show it.”
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Williams is also a “very strong character,” which was an important factor for a company whose slogan is “Follow your nature,” Keller noted. “He is individual, light-hearted, has history, is super cool and not standard. And he brings a smile to your face.” What more could you want for a special celebration?
As for Williams, as he told his Instagram followers, “Happy about my own Special Edition by Marc O’Polo for their 50th Anniversary… Can’t wait for it to be in stores this summer!”