American lifestyle retailer Cole Haan believes the secret to great footwear is form and movement. So the company recruited artists from the New York City Ballet to front its campaign for the new GrandEvølution, GrandMøtion and next generation StudiøGrand collections.
Cole Haan’s new Extraordinary Comes to Life campaign features ballet dancers Sara Mearns, Megan Fairchild and Gretchen Smith along with new recruits, resident choreographer and soloist Justin Peck and principal dancer, Amar Ramasar.
“The brand partnership continues to emphasise the ballet’s unity of athleticism and artistry, as well as the commitment Cole Haan has to designing elegantly innovative footwear and accessories,” the company says.
The images were created by motion photographer Andrew Eccles using an open-shutter technique. For every image, Peck orchestrated a full movement expressing each dancer’s professional identity, while pulling from the language of his own recent choreography.
The new GrandEvølution footwear collection offers added traction and a modern look to the original outsole fluting.
Performance and tradition are said to be integrated into the sleek footwear, offering supreme comfort without sacrificing style.
The GrandMøtion, StudiøGrand and GrandEvølution collections are available on www.ColeHaan.com and Cole Haan stores worldwide. Men’s GrandMøtion shoes range in price from $200 to $220, while the women’s StudiøGrand versions cost $180 to $200. The dual-gender GrandEvølution collection is available from $200 to $220 for women and $280 for men.