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Creative in association withGear Seven
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Isobar Czech Republic Launches Striking Campaign for CÉSAR&CHARLES Apparel
10/01/2020
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Advertising Agency
London, UK
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The Czech street apparel company gets influencers to defy archetypes with fashion
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CÉSAR&CHARLES is a fresh addition to the Czech Street apparel scene, having recently launched to the market in a campaign by Isobar Czech Republic, the brands’ strategic business partner. The agency helped establish a provocative overall creative expression for the brand, including creating it’s visual identity, and an eye-popping campaign Titled ‘The Mythos’ including brand film, teaser and posters.

The visual language created by Isobar references urban and pop culture with bright patterns, typography and the popular CÉSAR&CHARLES fluorescent stripe motif. Used as a waistband and as reigns, the belt is a central motif that symbolises both power and defiance – two important elements of any streetwear brand. The brand story is told in a Fashion film, ‘The Mythos’ showing the CÉSAR&CHARLES tube defying the category, gender and societal norms and embracing their own individual sense of style.

Film director Matyáš Fara said: "The Mythos is our creative take on the founding of the CÉSAR&CHARLES brand. We were not simply introducing a fashion collection. We were creating brand Mythology. In our vision, César and Charles became two warriors, so stylish and self-confident, they even dared to challenge the Gods to fight."

Pavel Flégl, the executive creative director of Isobar Czech Republic said: "The movie is intentionally set into the dark post-communist suborns of Prague, and the story is a metaphor to contemporary society tied up by the archetypes. CÉSAR&CHARLES is a brand for those who want to stand out and express their true attitude. Same as our heroes.”

Supporting roles in the movie are played by rising Czech influencers - MMA fighter and model Kateřina Kinderová, fashion blogger Thatboy, and rapper Lvcas Dope. Last named also featured CÉSAR&CHARLES brand in his latest music video. 

Founded in 2019 by Stephan Pay, a French entrepreneur with a passion for current urban style, an eye for high-quality materials and a vision of clever functional details. The first-ever CÉSAR&CHARLES collection reflects on his personal style and features bold, expressive, current pieces, unified by the distinctive yellow-red branding.

Credits
Work from Dentsu Creative UK
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