ES COLLECTION FALL/WINTER 2009-2010

BETWEEN THE BORDERS OF FRANCE AND SPAIN, SURROUNDED BY THE RUGGED PEAKS OF THE PYRENEES MOUNTAINS LIES THE SIXTH SMALLEST NATION OF EUROPE: ANDORRA. BECAUSE OF ITS LOCATION IT OFFERS GREAT OPPORTUNITY FOR ANY SNOW RELATED ACTIVITY. FOR SOME REASON ANDORRA IS ALSO KNOWN FOR HAVING THE HIGHEST HUMAN LIFE EXPECTANCY, DUE TO A HEALTHY WAY OF LIVING. ADD TO THIS ALL THAT IT IS ONLY A SMALL DISTANT AWAY FROM BARCELONA AND YOU HAVE THE PERFECT LOCATION FOR SHOOTING THE NEW FALL/WINTER 2010 LINE OF ES COLLECTION.

Barcelona based ES Collection, the high quality Spanish swim- and underwear brand, is definitely on its way to become a big player on the international underwear market. Hat start as a brand that offers comfortable and fashionable products, has become a real lifestyle brand, and thus ES has adopted that given has their new concept. Something that comes perfectly to life with their new Fall/Winter 2009-2010 collection and the accompanying campaign.

Besides his creations, ES Collection owner Eduardo Suñer is passionate about mountains and nature, and the activities it allows you to do, such as skiing and biking. Shooting his latest collection in the Andorran snow was a dream come true for him. "Sport, mountains, positive attitude, healthy life and green environment. A love for Mother Nature, that is what we wanted to say with this campaign and with our new products," Edu explains. The product speaks for itself, but what you don't see at first glance is the introduction of bamboo fabric, which is completely in line with ES Collection's new direction.

Being a 100% Spanish brand, ES Collection decided to use real Spanish men for its campaign. The three guys - Jesús, Octa and Will – all come from the sunny Canary Islands, so shooting underwear in the snow must have been quite a challenge for them. "Saturday was OK, with a temperature between 10 and 5 degrees Celsius, but Sunday it was cold and windy and it dropped 5 degrees,"Eduardo remembers with grin. "The guys were amazing though. Not being used to this kind of weather, they seemed to have the best time skiing and playing in the snow, both with and without underwear." As before, photographer Joan Crisol signs off on the tasteful and energetic imagery that brings the ES products so well to life.

Looking at the Fall/Winter 2009-2010 line it becomes obvious the products have little to do with what ES Collection brought before: there are two basic cuts, the low rise brief and mid boxer, both with a 3 and 5cm elastic waistband. Used materials are mostly combinations of cotton, modall and lycra and the earlier mentioned bamboo fabric. "We ware and take care of our environment," Eduardo continues. "Therefore we use more and more all-natural fabrics." The prints are also brand new. Next season we can expect to see foxes, eagles and monkeys on the ES underwear. But according to the creators, the diagonal striped graphic will be the absolute topper in next season, available in 12 different color combinations.

Yes, ES Collection is definitely and unstoppable on the way to the absolute top. Not just with their product lines, but also with their selling points. Having flagship stores already in Barcelona and Bilboa, ES can also be found with boutiques in Madrid, Ibiza and as of July 1 in Valencia. The ES Collection shops do more then selling the product. They truly spread the lifestyle concept, and plans for international concept shops are in the making. –B-

Together with BeautifulMag, ES Collection is also sponsor of the European Gay Ski Week.

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