César&Charles, the new Czech clothing line, has recently launched thanks to a campaign created by Isobar Czech Republic, the brand’s strategic business partner.
The agency established a provocative overall creative expression for the brand, including its visual identity and The Mythos brand film - complete with a teaser clip and posters.
The visual language used by Isobar references urban and pop culture, reflected through bright patterns, typography and the brand's signature florescent stripe motif. The belt acts as a central motif that symbolises both power and defiance - qualities that the streetwear brand wants to embody.
The fashion film, The Mythos, shows how César&Charles are defying the clothing category, as well as gender and societal norms by embracing every individual's sense of style.
Film director, Matyáš Fara, says: "The Mythos is our creative take on the founding of the César&Charles brand. We were not simply introducing a fashion collection. We were creating brand Mythology. In our vision, César and Charles became two warriors, so stylish and self-confident, they even dared to challenge the gods to fight."
Rising Czech influencers - MMA fighter and model Kateřina Kinderová; fashion blogger Thatboy; and rapper Lvcas Dope - feature in supporting roles in the film, with Dope returning to collaborate with the brand, having used the line in his latest music video.
Pavel Flégl, executive creative director at Isobar Czech Republic, says: "The movie is intentionally set into the dark post-communist suborns of Prague, and the story is a metaphor to contemporary society tied up by the archetypes. CÉSAR&CHARLES is a brand for those who want to stand out and express their true attitude. Same as our heroes.”