I'm loving this campaign from Argentinian knitwear label Nido for their spring/summer 2014 collection (found via Miss Moss). It's a great example of thoughtful branding and marketing. Not that I don't love what they do and what they stand for: hand-knit goods produced locally in Buenos Aires in small batches from Argentinian sheep's wool. What's not to love about that? But it is true that the individual pieces they produce are quite simple, and without the sweet story they're selling, they might just go unnoticed.
And that would be a great shame. Things like branding and marketing have been on my mind for a while now, and I love to find examples where it's done tastefully and successfully without feeling manipulative in any way. Nido nails it. I'm more than happy to lap up the story they're telling; it does nothing but make me feel good. And want to bundle up in a cozy lightweight sweater while I'm at it.
More from the Nido ss14 lookbook as well as some bits from their store and tumblr...
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