9 April 2019 Today, one of Austria's most important fashion brands 'Palmers' (lingerie, underwear, stockings, beach-, night- and homewear) presented the Spring/Summer 2019 campaign entitled with the label's new motto 'Eine Welt, die passt' (translated 'A world that fits'). Palmers was founded 105 years ago in 1914. During more than a century, society and people's images of themselves changed several times - and fashion provided the matching styles for the respective zeitgeist. Fashion is a sort of 'barometer' for the atmosphere society is living in, the people's values and desires. At the new campaign images, women and men appear as equal individuals and protagonists of non-standardized beauty schemes. From athletic surf and beach running scenes to pictures showing a pregnant woman relaxing at the beach, the campaign captures contemporary lifestyle with its various living phases and worlds in a realistic style. 'A world that fits' as motto references the realistic approach of today's people who choose actively their individual style of living in a world "where we don't stick our heads in the sand" such as Palmers states at the campaign's manifest video (already published at palmers-shop.com). Some might interpret the motto literally as a 'claim' to a better world. It's announced that the new campaign will roll out on 13 April via social media channels of Palmers and later via billboards in public space. fig.: Insight into the Palmers press conference on 9 April 2019 in Vienna.
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