s.Oliver rewrites fashion heritage with AI

Rather than presenting the brand’s heritage as a retrospective, the campaign places its past and present together.

s.Oliver and Jung von Matt have launched a campaign featuring Heidi Klum alongside an AI-generated version of her younger self. The creative uses the supermodel’s career and the fashion brand’s history to explore the idea behind CASUAL SINCE FOREVER.

The campaign was developed by the Jung von Matt BEAUTY COLLECTIVE and brings together different stages of Klum’s life in a single visual. The concept connects her journey from aspiring model to international fashion figure with s.Oliver’s evolution as a casual fashion brand.

s.Oliver campaign connects brand heritage with Heidi Klum

Klum’s dual role forms the central creative idea. Her career reflects the campaign’s theme of evolving while maintaining a consistent identity, casual style and down-to-earth character.

The same principle underpins s.Oliver’s brand positioning. The company has evolved over several decades while maintaining the casual character it associates with the brand.

Johannes Rellecke, Co-CEO, S.OLIVER GROUP: "With this campaign, we are further sharpening our positioning as a 100% casual brand. The story demonstrates in an emotional way that, while much changes, the true casual spirit remains. Together with Heidi Klum, we are interpreting precisely this idea in a surprising and previously unseen way," says Johannes Rellecke, Co-CEO of the S.OLIVER GROUP.

AI technology brings two versions of Klum together

AI face-swap technology creates the visual encounter between Klum and her younger self, linking the ambassador’s personal history directly to the brand’s heritage.

The concept is also intended to extend beyond the current campaign, providing a framework for stories, products and activations. The agency says this approach is designed to reinforce s.Oliver’s positioning as a 100 percent casual brand across future communications.

Jung von Matt uses AI as a creative tool

Nicole Grözinger, Creative Director, Jung von Matt NECKAR and Creative Lead, Jung von Matt BEAUTY COLLECTIVE: "Sometimes the strongest ideas are the simplest: Heidi Klum meets Heidi Klum. We're bringing together defining phases in the life of one of Germany's greatest pop culture and fashion icons and using her story to retell the s.Oliver story as well. AI makes this encounter possible, but for us it remains a means to an end. The key is to use it in a way that makes the creative idea even stronger. In this way, brand heritage becomes not a nostalgic look back, but contemporary storytelling," says Nicole Grözinger, Creative Director at Jung von Matt NECKAR and Creative Lead at Jung von Matt BEAUTY COLLECTIVE.

The Jung von Matt BEAUTY COLLECTIVE at the agency’s NECKAR office led the creative development. The team used AI to develop still images shot by photographer Rankin, while production company Tempo supported the technical production of the film. Alex Feil directed the film and led its creative AI direction.

s.Oliver takes campaign international

The CASUAL SINCE FOREVER platform is built around s.Oliver’s brand heritage while using contemporary production techniques to present it. A brand film forms the centrepiece of the campaign and will run across relevant consumer touchpoints.

The campaign will roll out internationally through a broader activation designed to extend the platform beyond the initial film and imagery.

www.soliver.eu

www.jvm.com

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