Iconic Canadian leather retailer, DANIER continues to fuel their innovative marketing strategy with the unveiling of their “ARTrageous” campaign for Spring / Summer.
The campaign imagery and styling will see the infusion of Parisian street fashion and art influence, resulting in an initiative for SS2010 that celebrates DANIER’s induction into the world of imaginative creation.
DANIER searched for a word that would best encompass the collection and campaign: a fusing of art and creative influences and seamlessly constructed garments.
Thus the origination of ARTrageous meaning: neologism combining “art” and “outrageous” to indicate the type of people who collect and observe experiences for the purposes of a masterful leather collection.
Once conceived, ARTrageous was quickly adopted into the vocabulary of all involved and became the central thought around which all other ideas would orbit.“This season DANIER aimed to unleash all of our Canadian winter wishes with a Spring/Summer collection that fuses a vibrant palette of colours with the street chic style of Paris. 
Our resulting campaign not only showcases the sophisticated pieces, but also communicates the confidence and charisma that comes when wearing leather; the artist watches his muse while she revels in her role as the source of inspiration”
Our resulting campaign not only showcases the sophisticated pieces, but also communicates the confidence and charisma that comes when wearing leather; the artist watches his muse while she revels in her role as the source of inspiration” - Jennifer Steckel Elliot, VP of Marketing, DANIER
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