THE KMS GLOBAL STYLE COUNCIL CAME TOGETHER IN BERLIN AT AN OLD FACTORY TO CREATE OUR 2017 CAMPAIGN LOOKS. WITH ITS
GRAFFITIED WALLS, THE WAREHOUSE EMBODIED THE GRITTY, EDGY FEELING OF THE CITY.
We’re inspired by the eclecticism in Amsterdam, Melbourne, and San Francisco. Each city boasts a mix of ethnicities, lifestyles, and creativity.
How does Style Matter here?
It’s unique and authentic. It’s not only trend-setting, it’s also celebrated, with a touch of new, a nod to the past, and always evolving.
Amsterdam is one of the most ethnically diverse cities in Europe. It's a melting pot of cultures and lifestyles, and is consistently ranked as one of the most artsy cities. It's this diversity and unique street style that drew us to Amsterdam. More than that, it's the open-mindedness and inclusivity that makes Amsterdam unique, and makes it one of our favorite places to visit.
Amsterdam has this feeling of history, with a little twist of the new. The hair we created reflects that perfectly.
Laid back and effortless—but with great style. Melbourne embodies this attitude. It's a city full of artists and creatives, and you'll find some of the best street art here. The pan-Asian influence also makes Melbourne a uniquely diverse city.
Melbourne is a magnet for different cultures. We used different textures, but kept that underlying ‘I’m just a cool person’ feeling.
San Francisco really is the birthplace of unique style. It's not just hippies, but it's also one of the best-known American cities for celebrating diversity of all kinds—and this is exactly what draws us to the city. Ranked by Cannes Lions as one of the most creative cities of 2016, we love its combination of creativity and diversity. We play on the idea of the older established creatives with the influx of younger, new creatives moving into the city—and the relationships they have.
San Francisco is a city that moves forward in a very underground way. Our San Francisco looks highlight the age diversity of the city.