Max V. Koenig

Inspiration of the Campaign shoot

“The theme for the Spring Summer Campaign was visually inspired by the work of Martin Parr, more precisely his critical eye and funny twist on tourists abroad. But I also found inspiration in the colour palette of Wes Anderson and the capturing of social environments of American photographer Slim Aarons. Having set my focus on the French Riviera and its vibrant tones found in the landscapes and scenery I wanted to reflect the fun and joyfulness of the beach as a social scene without forgetting a sense of humour”.

What inspired the formation of the brand & how has your journey thus far been?

Max V. Koenig has been launched in early 2017. Originally I have studied industrial design in Paris followed by a jewellery degree in London, I quickly moved into the fashion business. It was a very natural transition, I have always had a keen interest in fashion, but it was especially accessories that I found an attraction in. During my studies I interned with small independent design studios that work on bespoke collections for high end fashion brands in Europe. It was great to see the internal mechanisms of big fashion brands, but it also made me create a strong will to do my own thing. I am still at the beginning of my journey with the brand and I find it very exciting. As a young designer I am fully involved in the whole process ranging from designing and editing the collections to working very closely with people on communicating the brand message. I am very much indebted to my first prototype of Orion. With this bag, I wanted to achieve the nearly impossible: digging into new shapes it should be functional and of generous volume, without appearing bulky, made to last without interfering with the softness of the leather. The colours should be bold, without compromising the possibility to be worn on any occasion. That was the task motivating the beginnings of my brand and these are still guiding principles of my brand.

What sources of inspiration do you look for when starting a new collection?

I am a very visual person, I observe people, what they wear, how they interact. I would say this is my basis for my source of inspiration. In all mycollections colours play a big role too. For me colours are always strongly associated with memories. For this year’s Spring Summer collection my source of inspiration were the colours that surrounded me during my summer holidays spent with friends and family in the South of France. I have a strong sense of connection to that place, my family is from there, I spent summer after summer, surrounded by manifold tones of blue of the sea, the pale greys of the pebbles on the beach, the subtle coral reds of the house fronts in the Old Town, or even the crisp mint green evoking my obsession with mint ice lollies.

Artistic Direction Maximilian Koenig & Dima Hohlov

Photographer Dima Hohlov

Set Design Trisha Stephenson

Makeup Ariel Yeh

Hair Nicholas Hardwick

Female Model Tessa Kuragi

Male Model Ross

Producer Saint Luke Artist