Free People has teamed with Volkswagen of America for a first collaboration, setting a summer campaign around the electric ID. Buzz.
A multi-day California drive carried brand collaborator Nesrin Danan and her friends from Southern California northward, through Free People stores and a private vintage Volkswagen collection in Oxnard, ending in Napa.
The van wore a custom wrap printed with Free People’s shopping bag, tying the road trip to the label’s summer campaign about freedom and travel.
The pairing reads as a fit of two brands built on wanderlust, with Volkswagen’s senior vice president of customer experience noting a shared spirit of freedom.
For Free People, founded in Philadelphia, the summer push follows a new Savannah boutique and a broader run of American expansion.
The campaign finds its meaning in the doing, an object lesson in selling a way of moving through summer rather than a single product.
