BRAUN

REACHING GEN Z THROUGH ‘GOOD DESIGN’

The German consumer electronics brand, Braun, has delivered design that is simple, useful and built to last since 1921.  In its centenary year, PGOne brokered collaborations with design-focused partners who are highly influential for Gen Z (18-25 year olds) to build Braun’s ‘good design’ credentials.

In 2021, Braun collaborated with culture-setting fashion and lifestyle media brand, Highsnobiety, to produce a capsule clothing collection that brought to life Braun’s 100 years of ‘good design’. PG One designed and delivered all communications as part of the collaborations that included influencer seeding of the collection to Highsnobiety members, photoshoot of the collection alongside its Braun product inspiration, and editorial and paid media across Highsnobiety platforms. The Braun x Highsnobiety collaboration authentically reached Gen Z-ers with a passion for design, and the collection sold out on the Highsnobiety site.