Columbia Sportswear Co.’s Sorel brand, known largely for its winter gear, wants to tell consumers a different, year-round story. To help spread that message, the brand today launched a video and social media campaign with an of-the-moment stylist.
The outdoor footwear brand has partnered with Jenn Rogien, the costume designer behind hit shows such as HBO’s Girls and Nextflix’ Orange Is The New Black. They will launch a series of 24 videos, dubbed Sorelstyle, throughout the fall and winter seasons.
The goal, according to the brand, is to “inspire consumer style and features a combination of video and still imagery.”
In the videos, Rogien curates looks from Sorel’s fall and winter collections for eight women, a mix ranging from college students to fashion bloggers.
The first video features Lisa Prang, wearing the brand’s Tivoli Go for an athletic inspired look, and Tianna Gallinaro, in its 1964 Premium Wedge.
Watch it here:
The campaign follows Sorel’s push earlier this month to reach more consumers. It opened a standalone store in New York City, located on 14th Street between 8th Avenue and 9th Avenue.
In recent seasons, Columbia has intensified its focus on Sorel by beefing up its presence in the all-weather space.
In March, it tapped Mark Nenow to be the brand’s first president.