Word Nerds Are Sure to Be Charmed by Gant's Fashion Campaign

Ads for Autumn/Winter Collection School Us on Cool Expressions From Other Countries

By Alexandra Jardine. Published on Sep 29, 2016

Editor's Pick

A new campaign from fashion brand Gant doesn't just show off the clothes -- it teaches you new words.

The print ads, by BETC London, take interesting and unusual words from around the world and use them to showcase the features of garments from Gant's fall/winter 2016 collection. For example, a white shirt is partnered with the French term "boulevardier" -- "a stylish man or woman about town" -- while a crease-resistant travel suit is partnered with "schwuppdiwupp," a German word which translates as "as easy as that." The Scottish term "dreich" meaning "extremely dreary weather" is used to illustrate that Gant's new layering system keeps you dry, no matter what the climate.

The tagline for the campaign is "#LearnWithGant," and it also includes social videos that expand on the print ideas as well as others in which some of the ads' models, the photographer and the director, Chino Moya, discuss their favorite unusual words.

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Sep 29, 2016
BETC London
Executive Creative Director:
Rosie Bardales
Art Director:
Neil Gurr
Nat Cantor
Print Producer:
Jo Dillon
Print Producer:
Hulya Corty
Creative Planner:
Sebastien Houdusse
Creative Planner:
Felipe Pires-Dias
Business Director:
Christine Leblond
Account Manager:
Leila Achour
Production Company:
Sparkle Bop
Chino Moya
Mali & Dolly
Editing Company:
Final Cut London
James Rosen
Audio Post:
Wave Studios London
Sound Designer/Mixer:
Martin Leitner
Music Company:
Wake The Town
Joel Krozer
Visual Effects Company:
Sparkle Bop
Visual Effects Flame Op:
David Cox
Time Based Arts
Simone Grattarola

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