An influencer gets busted in receiving a bag full of cash to front a jacket. Fashion shoot about the grey zones of influencer marketing.
The false press statement below seals the deal in this idea for Holzweiler.
Directed and edited by Fredrik Perry
Cinematography by Martin Strøm
Photography by Simen Øvergaard
Hair, make-up, styling: Katrine Løver
"Holzweiler is a business built on trust. It is important for us to be honest humans. We were sent these unfortunate photos a few days ago, and felt it best that you heard the truth from us.
As you have probably seen, we work with several influencers to whom we send clothes to advertise for us on social media. In an attempt to get actress Thea Sofie Loch Næss on board with us to front a new jacket, we got carried away and paid her in cash. A bag full of cash.
It was always our intention that the money would be reported to the tax authorities, but we realize in retrospect that it looks a bit "fishy" and unprofessional.
We strongly apologize to Thea Sofie for putting her in this situation.
She is an honest person who truly operates with the utmost integrity. We also apologize to all of our customers. We will do everything we can to win back your trust.
Regards, Susanne and Andreas Holzweiler. »