Place of origin: Ratingen
Country of origin: Germany


”Everyday Amazing” – Meet the Muses

In September Esprit kicks off the fall /winter season with a new campaign: ”Everyday Amazing“ features seven inspiring women with outstanding stories who are not models but role models: authentic, unique and beautiful every day

The creamwhite knitdress on Malin Elmlid looks as if she had already entered the studio wearing it: elegant, casual, natural. Not like something that was just pulled over her head by a stylist. The blond woman crosses her arms and smiles, while lights, flashes and a camera are all pointing straight at her. Just another fashion shooting? Not quite. The beauty posing so very relaxed for the photographer is not a model. She’s the Swedish-born founder of the Berlin initiative ”Bread Exchange“. And one of seven women that Esprit has chosen to be the protagonists of its new fall/winter campaign.

No models, but muses

That’s the unique idea behind ”Everyday Amazing“, a campaign bridging back to Esprit’s past of featuring real people. Starting internationally this September it will focus on digital media with an exception of Germany where also print publications and an online ad campaign will be included. It’s about fashion, yes. About the new fall/winter trends, yes. But there’s more to it than that. It’s about showing that the Esprit style is part of every woman’s life. Look amazing – every day.

To find the perfect muses, Esprit reached out to real women with engaging life stories all across the world. Searching and finding the ones that stand out because of their vibrancy, their visions and their ability to inspire. Malin Elmlid and her idea to trade in self-baked sourdough bread for other goods instead of selling it – directional. London girl Ella Woodward and her popular food/healthy living blog ”Deliciously Ella“ that changed her life after a debilitating illness – outstanding. The Berlin photographer, yoga teacher and mother Nela König – a stunning example of how to balance work and family life. Paris based entrepreneur and interior designer Gesa Hansen who never runs out of ideas – so inspiring. Frankfurt-based stylist, self-taught photographer and girl about town Nada Lottermann – a real allrounder. Austrian singer-songwriter Anna F. – pure energy. Hong Kong based sustainability pioneer and style icon Christina Dean who founded Redress, an organization promoting sustainable fashion and conscious fashion consumption – simply amazing.

Individuality is the key to this new campaign. So naturally, the seven Esprit muses were invited to pick their favorite outfits from the fall/winter collection for the shooting by themselves. ”Everyday Amazing“ kicks off in September with Ella, Malin, Nela and Gesa presenting the new knitwear: the creamwhite turtleneck dress, a striped marine sweater or a cosy cable-knit. Next to come in October are Christina, Nada and Anna, all featuring the new outerwear.

Thinking globally in many ways, the campaign goes beyond the images shot in a London studio. All the muses’ outfits can be shopped directly at and reportage photos invite customers to follow these amazing women in their every day’s life: Ella in her kitchen in London, Gesa at her desk in Paris, Nada out in Frankfurt with her camera, Malin baking bread, Anna and her guitar… Beautiful inspiring snap-shots that capture life as it is: unpretentious, spontaneous, real. Because every day is amazing – by Esprit!


Founded in 1968, Esprit is an international fashion brand that pays homage to its roots and expresses a relaxed, sunny Californian attitude towards life. Esprit creates inspiring collections for women, men and kids made from high-quality materials paying great attention to detail. All of Esprit’s products demonstrate the Group’s commitment to quality design and execution.

Esprit’s collections are available in over 40 countries worldwide, in over 900 self-operated retail stores and through over 8,500 wholesale points of sales including franchise partners, and sales space in department stores. The Group markets its products under two brands, namely the Esprit brand and the edc brand. Listed on the Hong Kong Stock Exchange since 1993, Esprit has headquarters in Germany and Hong Kong.