s.Oliver meets Heidi Klum – and Heidi Klum meets herself
New Hero brand campaign ‘Casual Since Forever’ brings Heidi Klum together with her younger self and is accompanied by a limited-edition vintage capsule collection.
The new "Casual Since Forever" Hero Brand Campaign brings Heidi Klum face to face with her younger self and is accompanied by a limited-edition vintage capsule collection.
Rottendorf, 10 September 2026. What’s it like to meet your younger self? This is precisely the question s.Oliver poses in its new Hero Brand Campaign featuring Heidi Klum. In it, the Heidi of today meets her younger self from the 1990s – at the start of a career that would take her from Bergisch Gladbach to the world’s biggest catwalks.
Whether it’s the Rhineland or Milan, Bergisch or Beverly – whether it’s Klum or Kaulitz. Decades lie between them, an extraordinary career and a world that has changed fundamentally. And yet it quickly becomes clear: some things remain the same. The natural nonchalance, the down-to-earth nature and the love of an uncomplicated, casual look continue to unite both Heidis to this day.
Casual Since Forever
Under the campaign slogan "Casual Since Forever", s.Oliver explores change and what endures. Because trends come and go, life paths evolve and success changes many things – but true personality remains. In the lead role: Heidi Klum. Co-starring: Heidi Klum. Two versions of one personality, separated by decades – and united by a casual spirit that has endured.
Under the campaign slogan "Casual Since Forever", s.Oliver explores change and what endures. After all, trends come and go, life paths evolve and success changes many things – but true personality remains. In the lead role: Heidi Klum. Co-starring: Heidi Klum. Two versions of one personality, separated by decades – and united by a casual spirit that has endured.
This is precisely what links Heidi Klum and s.Oliver. The campaign deliberately presents her not just as an international superstar, but reveals the person behind the public figure: self-assured, approachable and authentic. In doing so, she embodies an attitude that has defined s.Oliver for decades – casualness as a way of life and fashion for real life.
“With this campaign, we are consistently further strengthening our positioning as a 100% casual brand. The story shows in an emotional way that whilst many things change, the true casual spirit remains. Together with Heidi Klum, we are interpreting precisely this idea in a surprising and previously unseen way,” says Johannes Rellecke, Co-CEO of the S.OLIVER GROUP.
For Heidi Klum, too, encountering her younger self is more than just a journey through time: “s.Oliver has been with me since my teenage years. If I were to meet my younger self today, I’d say: ‘Stay just as brave and trust your gut. That’s exactly what has guided me to this day,’” says supermodel Heidi Klum.
In collaboration with Jung von Matt, s.Oliver has developed a campaign that combines emotional storytelling with technological sophistication, creating an extraordinary encounter between the past and the present. “Casual Since Forever” launches on 10 September 2026.
Limited-edition vintage capsule collection brings back the 90s
The journey through time doesn’t end with the campaign: to mark the launch, s.Oliver is presenting a limited-edition vintage capsule collection that brings the 90s vibe into the present day. Casual basics and vintage-inspired designs echo the campaign’s aesthetic whilst also forging a link to the brand’s own history. The capsule collection celebrates s.Oliver’s casual DNA and shows that good, uncomplicated style transcends decades.
The limited-edition vintage pieces will be available online and in selected s.Oliver stores from the start of the campaign. With "Casual Since Forever" and the accompanying vintage capsule collection, s.Oliver brings its positioning as a 100% casual brand to life: a brand that continues to evolve – whilst remaining true to its ethos.
s.Oliver
s.Oliver is the brand for her, him and you. Or as we like to say: everyday people. We stand for fashion that combines versatility and attention to detail in our collections. What drives us? A high demand for quality and the durability of our products as well as our social responsibility. We set new and forward-looking trends in the fashion world. Our designs appeal to discerning, self-confident and stylish people who go their own way. And we are there - for their big and small moments.
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