SOMA TAPS LIZ VON HOENE AS A COLLABORATOR FOR REBRANDING
When Soma began rebranding, photographer Liz Von Hoene was the obvious choice for a collaborator, because she is no stranger to “embrac[ing] beauty, strength and creativity from the inside out.” Von Hoene was "the perfect eye to help bring [the campaign] to life" because she understands women, the art of movement, light, femininity and modernity. She rose to the occasion, mindful of the complexity and responsibility rebranding requires, creating authentic and empowering imagery.
The fall campaign, shot during the pandemic with production safety protocols in place, allowed Von Hoene to both celebrate women through her lens and showcase her ability to provide creative solutions. The imagery, a true product of collaboration, embodies the ethos of the brand: capturing modern femininity, framing age as an attitude, and empowering women.