THE NEW HOUSE OF BRANDS

The focus is on the transformation to a clearly defined House of Brands. This includes the brands s.Oliver, Comma, QS, lala BERLIN, Liebeskind Berlin, and Copenhagen Studios.

Six brands, a clearly defined brand architecture, and a shared strategic infrastructure form the foundation of the new House of Brands. Each brand remains independent, clearly profiled, and sharply positioned, but at the same time is part of a strong shared framework.

Since September, Johannes and Julian Rellecke have been working with employees to consistently drive this realignment forward. Their focus: brand sharpening, product quality, and creative excellence. The DNA of each individual brand is being refined, profiles sharpened, collections modernized—and the perception of look & feel and creative direction raised to a new level.

A key strategic lever: strong investment in the brands, both creatively and financially. An additional seven-figure sum is being channeled specifically into brand work, creative development, and communicative power.

85 SECONDS INTO THE FUTURE: FULLY AI-GENERATED FILM SHOWCASES THE NEW HOUSE OF BRANDS

This new beginning and innovative thinking are also reflected in the latest marketing campaign, which showcases the S.OLIVER GROUP, the House of Brands, and the six brands in a powerful, modern setting.

Jung von Matt Beauty Collective worked closely with the S.OLIVER GROUP to create a fully AI-generated brand video – a visible expression of the new creative ambition. The 85-second film translates the strategic transformation into six strong, independent brand worlds – developed and produced using the latest generative AI technologies.

The project was implemented by Jung von Matt Beauty Collective, the beauty and fashion unit of the Stuttgart-based agency. The impetus for the concept originated in the creative unit of the S.OLIVER GROUP and was developed into a powerful, joint guiding concept in close collaboration.

The task was clearly defined: the transformation of the S.OLIVER GROUP should not be explained, but experienced. The goal was to create a visual framework that would highlight the independence of the six brands while also representing their shared umbrella. The creative team deliberately decided against classic production logic and opted for a radically new approach: a completely generative AI film that translates each brand into its own cinematic identity while also showcasing the overarching House of Brands.

The brand personalities were developed specifically for this purpose using AI and precisely tailored to the respective brand world. At the same time, Artificial Crafts integrated real fashion pieces from the S.OLIVER GROUP into the digital productions. The result was a new combination of virtual characters and real collections – brand-oriented, aesthetically precise, and product-focused. The film premiered on February 9 at the S.OLIVER GROUP campus opening in Rottendorf. The rollout is now taking place via business networks, owned media, social and corporate channels. The AI film visualizes what the new direction stands for: courage, speed, and consistent brand management. The S.OLIVER GROUP is thus entering a new era – united, focused, and with full force for six strong brands in the House of Brands.