Svenja Jander, participant of Germany’s “The next fashion talent”, will become the new face of the well-established sewing machine brand Pfaff. Together, they will present Svenja’s latest projects as well as tips about sewing and being creative in the category “Of and with Svenja Jander” on the Pfaff homepage. Additionally, Svenja will use the expensive flagship sewing machine of Pfaff to create her first Dirndl collection.

The fit between the two co-operation partners seems flawless, as both represent a deep passion for sewing. In its 146 years of history, Pfaff has always had innovation, competence, performance and quality in sewing as its key principles. Young professional Svenja Jander again states that she has sewed passionately ever since her childhood and represents a rising number of young fashion talents. The authenticity of the partnership arises from the very unique characteristics of the young talent: her uncompromising passion for sewing and her high quality standards. It makes her preference for the brand credible.

The partnership clearly shows that it does not always need big names like Madonna as testimonials. With this co-operation, Pfaff will reach young fashion designers as well as young hobby and/or professional tailors, mainly within Germany - a quite specific but highly relevant target group. But if the objective is to address a broad target group globally, than yes, a partnership with a superstar like Madonna is much more sensible.

Pfaff should utilise this co-operation in innovative measure to approach its small and very specific target group. Along the co-work, the company should also grab this chance to pimp up its homepage – making it more interactive - to better serve the younger audience. Until now, Pfaff already improved style and content for parts, mainly by integrating colourful flash applications. The company now also communicates itself as official supplier of Germany’s “The next fashion talent” on its homepage, but the co-operation with Svenja Jander, however, is so far not visible at all.

In consequence, an integrated marketing campaign that features Svenja Jander prominently and that promotes Pfaff’s homepage with Svenja related content seems necessary to fully exploit the collaboration’s potential. I am curious to see how this collaboration develops.