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Lana Winterhalter’s career has led her through various roles, including Senior Art Director at SELECT WORLD, EDITED, and DONKEY, as well as Creative Producer at POPULAR. At TOM TAILOR, she worked as a Marketing Specialist in Art Direction, responsible for the development and execution of creative marketing campaigns.
She coordinated Look & Feel concepts and took on project management, always ensuring that the visual concept was consistently implemented both on set and within the team. Currently, Lana is serving as the Head of Content Creation at the young, trend-conscious label MIKUTA, where she brings her expertise in creative concept development and visual storytelling.
Lana has established herself as a creative thinker, consistently developing visually compelling concepts with a keen sense for trends and target audiences. In collaboration with Dior, she most recently realized an editorial for ODDA Magazine (Art Direction & Concept) – an experience that has enriched her work within the brand context. "Such freelance projects allow me to dive deeper into design, and this experience naturally flows into my work in the brand context," Lana tells GoSee.
What makes good visual storytelling in your opinion? Lana: "For me, good visual storytelling often begins with an analytical approach – especially at the beginning of the year, when I actively search for trends, color schemes, and moods that reflect the current zeitgeist. It’s not just about short-lived trends but a deeper understanding of what emotionally resonates with people and visually moves them."
And specifically in fashion and with MIKUTA? Lana: "In the context of fashion, visual storytelling is successful when it doesn't overshadow a collection but instead makes its essence visible – when light, color, and composition are used intentionally to highlight the special elements. Light and color are central tools for me. They have the power to convey emotions, create atmospheres, and tell a story without words.
Especially with a brand like MIKUTA, which has developed a very distinct, recognizable look over the years, it’s especially exciting. The goal is not to copy this style but to carefully evolve it and visually translate it – particularly now that the brand is positioning itself more strongly through creative networks, visual communication becomes a game changer: It allows us to deliberately evolve the brand’s established look with more depth, clarity, and a sharpened design ethos. I work closely with the founders, which allows me to stay very close to the core of the brand. For me, it’s crucial not to lose the heart of MIKUTA, but to visually embrace it – with a sense of authenticity, aesthetics, and development."
What excites you the most about the fashion industry right now? Lana: "What excites me most about the fashion industry right now is the potential for visual development – especially with brands that have the courage to break away from the crowd. I often observe that many German labels play it safe visually, which makes them seem quite similar, while internationally, brands are more focused on developing their own visual identity. I find that unfortunate, but it motivates me even more to actively search for brands that think outside the box – those that truly understand their brand DNA and communicate it with clarity and character."
What’s important to you when selecting team members or collaborations? Lana: "With new team members or collaborations, it’s important to me that there’s a genuine interest in the fashion world – and this is shown to me through a natural curiosity: Who is photographing the best campaigns right now? Which creatives are defining the look of the moment? It’s about developing a true sense for aesthetics and the dynamics of the industry. At the same time, brand sensitivity is a key aspect for me – that is, the understanding of what makes a brand, combined with the ability to bring in new, relevant ideas. Openness, visual sensibility, and a sense of creative direction are the basis for inspiring collaboration."
You were an expert in fashion campaigns at the UPDATE in Berlin. Can you share some impressions from the event? Did you come across exciting artwork, creative ideas, or innovative campaigns that inspired you? Lana: "I had some great conversations with exciting agencies that introduced me to new photographers I hadn’t noticed before. There were a few really strong portfolios that immediately inspired me. Print was also a topic – particularly relevant for us because we are currently considering implementing various formats in print. The exchange came at just the right time. Overall, it was a powerful creative boost – a lot of visual inspiration, exciting new contacts, and a great reminder of how important personal connections and direct exchanges are in our industry."
More artwork via mikuta.com
22.05.2025
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The outdoor brand ELHO is celebrating its comeback with great momentum. This October 2024, the brand, which was regarded a pioneer of functional outdoor fashion in the 70s to 90s, is launching a new collection. With ELHO Freestyle, a line specifically designed for the next generation is being launched – one that embodies agility, a spirit of adventure, flexibility, and, not least, a fashion-forward approach.
The man behind the successful relaunch of ELHO is Donald Schneider. The award-winning creative director has already planned and implemented global campaigns with Karl Lagerfeld and Beyoncé for major brands such as H&M.
The former art director of French Vogue recognized the appeal that still lay dormant in the ELHO brand and acquired the worldwide brand rights. Together with a team of industry professionals, he developed ELHO Freestyle. “To be creative, you always have to be a little ‘on edge,’” says Donald Schneider.
Donald believes that the next trend will be to combine performance and functionality with cool style, or fashion. He is committed to launching ‘game changers’ – with reference to his hugely successful idea for ‘Karl Lagerfeld x H&M’ in 2004 – the first major global designer collaboration that marked the beginning of today’s era of brand collaboration.
With his agency, he specializes in realizing collaborations with fashion and lifestyle brands, as well as celebrities such as Beyoncé, David Beckham, and Kendall Jenner.
For Donald, the ELHO brand is more than just fashion - it stands for an attitude to life that combines adventure, freedom and creativity. The new brand ambassador embodies precisely this mindset: freestyle skiing world champion Andri Ragettli. The multiple freestyle ski world cup winner is the perfect choice for ELHO Freestyle. He is not only an athlete, but also a social media star who inspires millions of followers with his spectacular stunts. Ragettli was actively involved in the development of the new collection and tested the pieces under extreme conditions.
ELHO Freestyle’s first collection for Fall/Winter 2024/2025 offers everything you need to survive the cold months – warm and in style. With bio-based materials and a focus on durability, ELHO Freestyle sends a strong message against fast fashion.
A highlight of the collection is the exclusive ‘Jean-Michel Basquiat x ELHO’ art-inspired capsule collection, spectacularly fusing art and fashion. This first collaboration between the artist and the brand will be followed by further sensational partnerships – there’s much to look forward to.
“Collaborations are my favorite. Occasionally, brands approach us that have never done a collaboration before, and we start with initial discussions about a possible course of action. The first question is almost always whether the era of brand collaborations is coming to an end.
In response, I always tell them that, especially in fashion but also in lifestyle, there used to be two seasonal campaigns with cost-intensive productions and around six to eight photos. These were used everywhere, in every magazine, and on every billboard for the following months, until the next campaign came along.
Has anyone ever wondered whether the time for campaigns is over? Indeed, the times of seasonal campaigns have also changed... Our relationship with these large seasonal campaigns has only changed with the rise of social media, because remaining relevant today requires much more content than before. And that’s precisely where collaborations come in, because they have replaced such big statement campaigns and now generate what statement campaigns used to generate: attention,” says Donald Schneider.
And how exactly did the Karl Lagerfeld collaboration come about? We wanted to know: “I got a bit bored creating campaigns with a top model in front of a white background. I wanted to do a campaign where people would talk about the product, not just the model.
So I came up with an idea: let’s create a campaign where we spend all the money on a high fashion designer who creates a special collection, instead of on a top model. It was immediately clear to me that in order to really make a game changer, we had to go to the number one designer for it, and that was simply Karl Lagerfeld.
Then we received a reply: Yes, but he certainly wouldn’t want to do anything for us. I knew him well and had worked with him many times before, during my time as ‘directeur artistique’ at French Vogue. So I suggested that I could ask him, and I did. Lagerfeld replied within a second: “Wow, that’s the future,” says Donald Schneider (via Fashion United).
GoSee : donaldschneiderstudio.com + elhofreestyle.com
31.10.2024
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Jristian Cruz Limsico, Global Creative Director and Brand Consultant at KARL LAGERFELD, presents the F/W campaign photographed by Chris Colls here on GoSee.
Titled ‘HOW DO YOU DEFINE AN ICON?’, the campaign emphasizes Karl Lagerfeld's enigmatic personality, which continues to resonate in the fashion world and beyond. The imagery captures the essence of the brand and explores the contrasts Lagerfeld loved: black and white, minimalism and high impact.
The campaign features social media and TikTok star Calum Harper, actress and activist Raya Martigny, and fashion muse Kat Q. Each shares what the word ‘iconic’ means to them – for Calum, it’s expressive, for Raya, it’s resilient, and for Kat, it’s legendary. The campaign also showcases model and former ballet dancer Alyda Grace.
Under the creative direction of Jristian Cruz Limsico, the brand identity of KARL LAGERFELD is continuously evolving. With extensive expertise in marketing communication and visual concepts, he and his team create captivating stories that resonate with audiences and strengthen the prestigious position of the brand. A native Australian, he began his career as an art director for GQ and VOGUE Australia. He spent many years as the art director at TOMMY HILFIGER and then another six years at PVH Corp., where he served as the creative director for Tommy Hilfiger Global and Calvin Klein Europe.
GoSee: How did you visually balance Karl Lagerfeld’s iconic contrasts (like black and white, minimalism versus high impact) with the unique personalities of the models?
Jristian Cruz Limsico: Karl Lagerfeld was a master of visually balancing contrasts in his designs, often using black and white as a foundational palette to create impactful looks and collections. This duality allowed him to emphasize the minimalism of his fashion while still making a high-impact statement.
We approached casting the same way Karl Lagerfeld played with contrast in his designs. The collection itself was quintessential monochromatic with pieces that blend Parisian-chic sophistication with modern sensibility based on the brands rich archives, which when teamed with these incredible personalities, the resilient Raya Martigny, Kat Q with her discerning eye, and the adorable Callum Harper – makes for such a statement. The Karl Lagerfeld team along with our stylist Samia Giobellina handpicked silhouettes that match their personal style. The clothes are not just worn, but become a lived experience celebrating the individuality of our talent.
How does the choice of models, with their diverse backgrounds and personalities, reflect the vision of the KARL LAGERFELD brand?
Jristian Cruz Limsico: Karl Lagerfeld championed the concept of individuality and self-expression, and the brand’s mission is to honor and perpetuate that rich legacy. My team and I dedicated ourselves to curating diverse talent who really own their narrative. They each embody distinct qualities and exude self awareness as opposed to faux confidence. It’s thought like this in the process that makes for an homage to Lagerfeld. This methodology embodies his spirit while aligning with Karl Lagerfelds’s core values. This is very important to the house – that we work in a way that keeps with his thinking. Diversity isn’t just about representing different backgrounds, it’s also a chance to showcase underground perspectives. By doing this, we create a powerful dialogue that reflects who Lagerfeld in essence was – a visionary who believed in the power of personal stories and the beauty of authenticity.
The campaign focuses on personal definitions of the word ‘iconic’. How does this complexity shape the brand's evolution in today’s fashion world?
Jristian Cruz Limsico: As fashion is shifting towards inclusivity and individual expression, which means we can resonate with a broader audience by embracing diverse interpretations of what makes something iconic. The idea of "iconic" is no longer limited to a singular vision but instead encompasses a range of styles, influences, and cultural backgrounds. This versatility allows the Karl Lagerfeld brand to experiment and build collections with diverse consumer tastes in mind. All the while maintaining the signature aesthetic associated with the ICONIC man, Karl Lagerfeld.
Today’s fashion consumers increasingly value authenticity and personal style over traditional notions of luxury. By aligning it with the unique perspectives of individuals, the Karl Lagerfeld brand can remain relevant and aspirational. This shift emphasizes how the brand can empower consumers to define their own iconic looks, aligning with their own expression of self-identity. What we want to do is acknowledge the complex, varied definitions of ‘iconic’, while navigating an evolving fashion landscape, ensuring its relevance while honoring its illustrious history. We want the Karl Lagerfeld brand to thrive in a world where personal expression and inclusivity are at the forefront.
What was it like to work with such a renowned photographer like Chris Colls, and how did his artistic vision influence the final result of the campaign?
Jristian Cruz Limsico: Chris and I have worked together several times in the past. His ability to blend contemporary aesthetics with a cinematic feel, brings such a unique dimension to his images and to this campaign. Chris promotes a strong synergy between fashion and photography. His ability to experiment with angles, settings, and poses helps craft a visually striking set of images that reflect the spirit of the Karl Lagerfeld brand. The final result reflects a blend of Chris’ vision and Lagerfeld’s timeless aesthetic. Much more than advertisements, the images are artistic statements that celebrate both high fashion and the uniqueness of the individual, affirming the brand’s commitment to personal definitions of style.
GoSee karllagerfeld.com & jristianlimsico.com
02.10.2024
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