Hella Studio: A whole magazine for a pair of socks
Hella Studio has showcased socks by designer Thomas Jakobson using foot models from the OnlyFans platform. The creative agency is even dedicating an entire fanzine to them. The Only-Fanzine will be launched with a small party on September 6.
Can a supposedly boring product like socks be marketed in an exciting way? Hella Studio from Bern has taken up the challenge: In collaboration with designer Thomas Jakobson, the creative agency from Bern is launching a limited number of socks
for women and men - with a special twist in terms of communication. The team around Joëlle Lehmann (Creative Director) and Kasper Kobel (Art Director) have dedicated an entire magazine to socks. "I've been fascinated by the concept of the fanzine since my youth," says Joëlle Lehmann. "How people put their intense enthusiasm for something on paper - there's so much love, so much commitment in it."
Hella Studio: Between art and meta-commerce
Michelle Becht, project manager at Hella Studio, found the models for the fanzine on the Onlyfans platform, where creators can offer paid content for every conceivable special interest. She wrote to well-known foot (fetish) accounts such as Valeria Savalos, Camila Vil and The Foot Queen of England and asked them for photos with the socks. Among them was the English singer Lily Allen, who recently announced that she now has a Feet account on Onlyfans ("La Dolce Feeta").
In the fanzine, this process - and sometimes also the failure - can be traced. The publication also provides an insight into influencer marketing - a global advertising market that obeys new rules. Once again, Hella Studio is at the interface of advertising and art, of trend and meta-commerce. But the fanzine is also simply fun and comes with that special dash of Hella humor.
Thomas Jakobson: "Creating a world"
The collaboration with Hella Studio was also an experiment for Thomas Jakobson. He has long relied on collaborations with other artists and designers - but a realization like the one with Hella is also a novelty for him. "It was exactly what I had hoped for: to create a world around the socks," he says. Thomas Jakobson studied product and industrial design at Zurich University of the Arts, specializing in style and design. He attaches particular importance to sustainable materials and regional production: his socks are made from certified organic cotton. They are knitted in a specialized factory in a small village in eastern Germany. The labels are printed on high-quality paper in Bern.
Responsible at Hella Studio: Joëlle Lehmann and Kasper Kobel (concept and design).
