#neverowned

Frankfurt-based designer Elias Rumelis – known for his brand ER-Denim – created Eli by Elias Rumelis as a new, more personal line: a private collection in the luxury segment. Avant-garde, uncompromising, deliberately against the mainstream. A collection that consists less of individual garments than of characters with strong charisma.

The challenge: This attitude needed a language. A name. A claim that would be not just a campaign, but part of the collection itself.

Based on a comprehensive market analysis, I developed the strategic positioning for Eli. At its core: a play of contradictions. Luxury that cannot be owned. Garments that carry an attitude before they dress a body.

From this emerged #neverowned – not simply a claim, but an entire attitude. For the whole world to see: part of the designs of the collection itself. Printed, stitched, woven into every garment. It is what you wear.

Positioning of a newly created range brand in the luxury segment. Communication as part of the collection. Storytelling of campaign and collection merge under the claim #neverowned.

I provided the concept and wording as a modular toolkit: from the runway shows to the hangtags inside the garments to the press release. Everything from a single mould, everything developed from one strategic idea.

In January 2021, Elias Rumelis presented the collection at Mercedes-Benz Fashion Week Berlin – as the finale of the third show day. The #neverowned launch campaign accompanied the appearance.