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Breuninger and Replay start long-term cooperation


Published on



14.09.2021

Breuninger announces a long-term collaboration with the Italian denim brand Replay. To kick off the cooperation, the companies are jointly launching a Replay Rose Label women’s capsule collection.

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Irina Shayk is the face of the first Replay x Breuninger capsule collections – Breuninger

Over the next few months, the two brands Replays will pick up on particularly inspiring design themes from recent years and reissue the styles as part of capsule collections. The styles will be available in the Breuninger department stores and in the Breuninger online shop.

“Breuninger is proud to have won Replay, the international denim icon, as a partner for an absolute highlight cooperation. We share the same values ​​and a passion for extraordinary design. Therefore, we are particularly pleased about the three joint capsule collections, the September 2021 to spring 2022 will be available exclusively from Breuninger “, says Holger Blecker, Breuninger CEO.

While the beginning of the partnership is dedicated to the Rose Label collection and focuses on strong women and their attitude towards life, the second drop in autumn will focus on performance and nature, explains Breuninger.

The Rose Label collection delivers 80s vibes with embroidery on satin patches and refined details such as colored buttons or inside pockets with bandana patterns. In addition to jeans, the first drop includes sweatshirts, knitted sweaters, a down jacket and another pants model in natural tones such as olive green and orange.

The face of the exclusive Replay x Breuninger Rose Label jeans is supermodel Irina Shayk. “With Irina Shayk, the perfect power woman represents the first capsule collection of our strong collaboration,” says Holger Blecker.

The Italian star photographer Giampaolo Sgura and the internationally renowned stylist Sissi Vian (Senior Fashion Editor Vogue Japan) shot Shayk during the shoot in Milan.

The launch in the DACH region will be accompanied by talents such as model Nico Potur, musician and actress Selina Mour and artist Kicki Yang Zhang. Under the motto “United to Inspire”, the testimonials in the context of the exclusively produced interviews not only reflect on their successes, but also reflect on the prejudices, doubts and difficulties that accompanied them on their career path and made them strong.

The Rose Label styles with the exclusive Replay x Breuninger Jeans are segmented in a price range from 99 euros to 249 euros and will be available from September 14 in the Breuninger department stores and in the online shop.

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