Morjas Takes to the Streets of Paris for Meme-Worthy Campaign Highlighting Its New Loafers
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Swedish footwear company Morjas is highlighting its best-selling loafers in a cheeky new campaign.
Called “Un Printemps à Paris,” which translates to “A Spring in Paris,” the meme-worthy campaign plays out in a video shot in the style of French new wave film directors like Eric Rohmer, Jean-Luc Godard and Agnés Varda.
According to Morjas founder and creative director Henrik Berg, the campaign was developed in collaboration with Parisian creative Laurent Laporte. “We wanted to create something that resonated in our brand universe, but add a little spice this season,” Berg told FN in an interview. “We wanted to add an element of playfulness to the campaign and Laurent came back to us with his vision to create a film that explores romance, clichés and drama. It has a bit of sarcasm, showing that we don’t take ourselves too seriously, and it allowed us to be quite free.”
Berg noted that in terms of product, the campaign features the brand’s new additions for spring, including two-tone versions of its penny loafer silhouette and unlined editions of the horesbit loafer. “Our design aesthetic is quite timeless and classic,” the founder said. “So, when we introduce something new, we try to add elements that are slightly more exciting and inspiring.”
The campaign comes at a time when loafers have been gaining in popularity among men over the last few seasons.
“I’m a big believer of that the classics always work,” Berg said. “And I think that’s something that we’ve noticed since we started Morjas seven years ago. Loafers have been very popular for us, and we’ve noticed that the younger generation is picking up an appetite for the style. They are styling the shoe very differently than in the past and mixing quite a lot of different trends and styles together. It’s quite noticeable if you hang out on TikTok or Instagram. So, I think that’s something that we’re seeing, not only for ourselves, but from a bigger perspective as well.”
And as loafers continue to grow, so too does Morjas. Last summer, the company opened its first physical store in its hometown of Stockholm, Sweden. The 990-sq.-ft. flagship dubbed “Casa Morjas,” has a home-like atmosphere and serves as the physical reflection of the brand’s Spanish and Swedish roots.
As for if we can expect for stores in the future, Berg is open to the possibility. “I think it’s just a question of time,” the founder noted. “Our philosophy is doing a few things well. We rather approach things with patience in order to craft things just right. But of course, when the time comes, I’d love to open another store. I think it’s just a matter of time.”
Looking ahead, Berg said the brand will be coming to New York in June to open a pop-up. “I’ll be in New York for the first week in June for the opening,” he said. “This will be a big moment for us.”
The brand leader is also banking on the boat shoe as being the next “hot” style for men. In fact, the label is launching its own version of the style this summer along with an espadrille, driving shoe, deck shoe and sneaker.
“I think, for us, we will see a spike in boat shoes sales this summer because of the versatility of the style,” Berg added.
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