Laymen advertise for Migros

Migros Fashion (SFLB) is having tourists model its clothing. For once, the current Migros models aren’t Swiss—they’re tourists who visited Switzerland this year. For the photo shoot, Zurich-based photographer Maurice Haas traveled to well-known Swiss tourist destinations and asked tourists if they would model for Migros. Virtually all of them agreed on the spot. Many of them were even familiar with Migros. Now, thanks to the new fashion brochure, the tourists have received a very unusual souvenir. The campaign features a software engineer from India, a pilot from Argentina, a couple of service industry workers from Thailand, an exporter from Peru, a business administrator from Hungary, a homemaker with children from Spain, and a media consultant and a seamstress from France. The models were photographed in Zermatt, Lucerne, at the Rhine Falls, at Chillon Castle, and in Zurich. Andreas Panzeri