Cole Haan is kicking off its spring collection with “The Art of Elegant Innovation” campaign, launching today on its Colehaan.com. Shot by Sebastian Kim, the brand is celebrating innovative design achievement by pairing the new World Trade Center Oculus, part of the new transportation hub, with its pinnacle ZeroGrand product.
The Oculus, which connects the main part of the station to the PATH trains, was designed by Spanish architect, engineer and artist Santiago Calatrava.
For the campaign, the brand’s again tapping ballet dancers Sara Mearns, Megan Fairchild and Gretchen Smith as part of its multi-year partnership with the New York City Ballet. They’re joined by first-time male dancers Craig Hall and Adrian Danchig-Waring to showcase the collection’s dual-gender offerings.
“Cole Haan is a practitioner of elegant innovation,” said David Maddocks, chief marketing officer and general manger of business development for Cole Haan. “By shooting at Calatrava’s magnificent once-in-a-century masterpiece that is the World Trade Center Transportation Hub, we continue to tell our brand’s story. We are humbled and delighted to pioneer the use of this landmark as a backdrop to our products and our partners from the New York City Ballet.”
Added Mearns, “Being able to shoot at a world-renowned site that holds such a special place in New Yorkers’ hearts gave me such a sense of pride to be part of this campaign. ‘The Art of Innovation’ celebrates and combines the beauty of New York with architecture, artistry and craftsmanship. I am honored to help bring this to life.”
The new spring ’16 styles include the women’s Perforated Trainer, Stagedoor Sneaker and men’s Perforated Sneaker. The line is available at Colehaan.com and in Cole Haan stores.