REISS Introduces 'Elements' in Collaboration with Jamie Morgan

NEW YORK, September 2, 2010 - For the launch of the AW10 collection, REISS has collaborated with
renowned photographer and filmmaker, Jamie Morgan, to create an artistic
short film that highlights the feel and aesthetic of the upcoming collection.

"This season is a step forward for Reiss with a collection we are really
excited about. Showing our key products in this new and innovative way felt
right for where we are going, as a way of capturing all the energy and
excitement that is apparent throughout every aspect of our brand. And
generally, if we're this excited about it, I'm confident that our customers
will be too." - David Reiss

David Reiss understands what his brand DNA is about as he has been
successfully making innovative decisions at the helm of the company for
nearly 40 years. He recognized that choosing to shoot the campaign on video
was a bold move and was confident that it was the right time for the brand to
take this step.

The creative inspiration came as the result of an artistic collaboration
with Jamie Morgan, renowned photographer and film maker who founded London's
creative collective 'Buffalo' in the 1980's.

The 'Buffalo' collective changed the nature of image making through its
pioneering work in The Face. His sense of exploration and creative instincts
then brought him to explore moving images which translated into a series of
short but beautifully emotive films as well as portrait and documentary
studies.

Jamie's minimalistic and structured style epitomizes this evocative and
powerful narrative.

"We set out to make art. Our objective was to create a confident and
captivating visual statement for Reiss today and as a mark of intent for the
future. The search for the new and the need to push the boundaries are key to
how we stay relevant. 'Elements' is the nature of all Reiss stands for while
clearly visualizing our sexy, modernist stance." - Andy Rogers, Brand
Director

The choice of filming in black and white creates a timeless atmosphere
for the film and campaign. In addition, we chose to pare everything back and
focus on only a few classic pieces that make up the core of our business,
such as a coat, a dress and a suit; but give them a simple but compelling
backdrop. This was supported by the atmospheric elements; wind, rain and snow
which contribute to the visual indulgence, as well as providing emotive
references that are punctuated by the use of recognizable symbols, which feed
nuances of narrative. The sentiment created by the images becomes the
protagonist of the film.

The casting included the search for strong, iconic and inspirational
symbols that would support the narrative and transmit an element of mystery.
The animals are used as powerful symbols that allow the film to create a
narrative within a matter of minutes.

www.reissonline.com/campaign

www.youtube.com/reissfashion

For more information please contact: UK PRESS OFFICE: E: pressoffice at reiss.co.uk T: +44(0)20-3075-2180; RELATIVE MO: E: dale at relativemo.com T: +44(0)20-7749-4510