#finallyhome: Jet Set hinterfragt in seiner neuen Kampagne den Begriff "Heimat"
April 7, 2020
Just in time for the opening of its first online shop on April 7, 2020, Jet Set launched the influencer campaign #finallyhome with Veronika Heilbrunner, Lera Abova and Benita Banu.
Jet Set and Home
What is "home"? And what does home mean especially in times like these, when people who initially flocked to the cities suddenly return to their parents' home in the country? Merriam-Webster defines this noun as "one's place or residence", "a familiar or usual setting", "a place of origin", or "one's own country". Home has a lot to do with feelings, such as security and safety – feelings that seem more important than ever in the COVID-19 pandemic.
Jet Set, a Swiss label founded in 1969, which achieved international fame for its ski fashion in the 1980s and was revived in 2018 by Michael Michalsky as creative director, is launching a campaign dedicated to these feelings under the title #finallyhome. He selected six influencers who present their homes in images on Instagram. Among them is Veronika Heilbrunner, who moved to Australia, her partner's home country, together with Justin O'Shea and son Walter. Lera Abova, who posted pictures of herself under a cherry tree in her parents' garden in Soest is another, as is Benita Banu, who took pictures in the Tiergarten park in her hometown Berlin.
"Jet Set has been near and dear to me since its early days, which coincided with my time as a teenager who discovered his love for fashion in the 1980s. I believe now is the right time to share this special love affair with the whole world, with the hope that everyone else will also fall in love with Jet Set. Now, in particular, I feel it is especially important to share my values and tell relevant stories. For this reason, we decided to launch an interdisciplinary multimedia platform that turns the classic e-commerce concept and related experiences on its head," says Michael Michalsky.