Samuelsohn is a Canadian suit manufacturer with the tagline of “Passion & Performance”, focusing on modern designs with an athletic twist. For their F/W 2016 and S/S 2017 seasons, the brand turned to Kworq to produce two social campaigns — one to build anticipation for a show and product launch, and the other as their first foray into influencer marketing.
Samuelsohn had a bold concept for their F/W 2016 reveal — a fashion show on an ice rink. To build excitement for the show, we took over their social media channels to create teaser content for the weeks leading up to the event. The feed was laid out with teasers of new products encased in ice, along with mood images of icy landscapes and closeups of the human body.
Kworq was on hand to run a Facebook Live stream from the show, which featured Olympic Gold Medalist figure skater Eric Radford. Photos from the show were also retouched and featured on the brand’s feeds in the weeks following, serving as a digital lookbook for the season.
For the S/S 2017 season, Kworq was tasked with developing and executing an influencer strategy for the brand. The brand partnered with two influencers: Joe Termini, a photographer, and Gabe Kennedy, a chef. Both men were photographed in their homes and workplaces in New York City, and were also documented fitting their customized suits in Samuelsohn’s showroom.
