How RESERVED Made Kendall Jenner the Face of Polish Fashion
RESERVED's #CiaoKendall is the Polish mass-market fashion brand's Autumn/Winter 2019 campaign starring Kendall Jenner, released in Poland in early October 2019 as a single fashion film directed by Gordon von Steiner and built around the concept that a woman inhabits many faces across a lifetime.
The campaign launched on 2–3 October 2019, according to coverage documented across designscene.net and Little Black Book, positioning RESERVED — the flagship brand of Gdańsk-headquartered LPP S.A. — at a level of international creative ambition rarely attempted by a Central European apparel label. Filmed over three days near Milan, as reported by warsawcreatives.com, the production drew on Italian visual heritage and nostalgia to frame Jenner across multiple personas and looks, evoking la dolce vita while anchoring each look to a shoppable AW19 collection. The campaign's hashtag, #CiaoKendall, doubled as both a cultural greeting and a direct social call-to-action, inviting audiences across Poland and beyond to watch, share, and shop. Two classic tracks — Raffaella Carrà's "Rumore" and Shirley Bassey's "(Where Do I Begin?) Love Story" — were licensed to underscore the film's layered emotional register, with licensing consultancy handled by CORD Warsaw. The production itself, coordinated by Warsaw Creatives for casting and Polish logistics and by Lupetta5 and Belowtheline for local execution in Milan, involved more than 150 crew members, according to warsawcreatives.com. Post-production and visual effects were completed by Warsaw-based Platige Image, as credited by platige.com. A Clapboard Score of 79/100 reflects the campaign's strong craft execution, cultural ambition, and measurable audience engagement within the competitive AW19 fashion landscape.
RESERVED is LPP S.A.'s flagship brand, competing directly in Poland and across European markets with Zara, H&M, Mango, and Bershka, according to market analysis documented on fashionista.com. In this landscape, celebrity-driven brand elevation is not a novelty — it is a defensive necessity. RESERVED had previously worked with Kate Moss, Cindy Crawford, Cara Delevingne, Irina Shayk, and Adwoa Aboah between 2013 and 2016, according to En Wikipedia and thefashionisto.com, establishing a lineage of internationally recognised faces long before Jenner joined the brand.
What made #CiaoKendall a strategic escalation rather than a routine continuation was its scale and its cinematic format. In Poland, the fashion retail environment in 2019 was shaped by intensifying competition from global fast-fashion operators. LPP S.A. reported group revenue of roughly PLN 8.0 billion in 2019, with RESERVED as its principal revenue driver, according to lpp.com. Against rivals whose marketing budgets operate on multinational scale — Inditex, which owns Zara, and H&M Group both deploy globally coordinated campaign infrastructures — RESERVED needed to make a statement that transcended a single market. The choice of Kendall Jenner, one of the most followed figures in fashion at the time of the campaign, was calibrated to generate social reach that a Polish brand could not otherwise manufacture organically. The Italian setting added a further layer of aspiration, connecting a Central European fashion label to the visual grammar of Mediterranean luxury without repositioning the brand's accessible price architecture. The campaign's concept — multiple personas, multiple looks — also served a direct commercial function: it allowed the film to showcase a broad range of AW19 pieces within a single coherent narrative, maximising product exposure across a single media asset.
Gordon von Steiner directed #CiaoKendall, bringing to the RESERVED AW19 campaign a visual sensibility shaped by his work across fashion editorial and moving image. Von Steiner, represented by Art+Commerce, collaborated with Director of Photography Stuart Winecoff of the Iconic Talent Agency to construct a film that moves between intimate portraiture and expansive Italian location work shot over three days near Milan, as documented by warsawcreatives.com and lbbonline.com.
The creative team assembled for the production reads as a roster drawn from the upper tier of international fashion craft. Stylist Jacob K, represented by Streeters, dressed Jenner across her multiple personas, with Brand Stylist Michał Kuś managing RESERVED's own collection integration. Hair was designed by Syd Hayes, also of Art+Commerce, while makeup was executed by Isamaya Ffrench, represented by Streeters — a pairing that has appeared together on some of the most widely circulated fashion imagery of the past decade. Movement Direction was handled by Victoria Leung of AJK Agency, who also appeared as part of the supporting cast alongside Giovanni Leone of Modulo Agency, adding a physical and choreographic dimension that distinguishes the film from static look-book formats. Production Designer Andy Hillman of Streeters and Set Designer Lorenzo Lazzari shaped the Italian environments that anchor Jenner's character transitions. The overall crew exceeded 150 people, according to warsawcreatives.com, a scale that underscores RESERVED's commitment to the production. Post-production by Platige Image, as credited by platige.com, and graphic design by Huncwot.com completed the film's polished finish. The two-track music selection — Raffaella Carrà's "Rumore" and Shirley Bassey's "(Where Do I Begin?) Love Story" — was licensed through CORD Warsaw, lending the film an emotional warmth that purely contemporary soundtracks rarely achieve. Global Marketing Director Monika Kapłan oversaw the brand side of the production.
The #CiaoKendall campaign generated approximately 24.7 million views, 109,153 likes, and 2,872 comments, according to data recorded by Clapboard and consistent with figures cited on designscene.net. These numbers, produced by a single film asset from a Polish fashion brand operating outside the traditional centres of global advertising, represent a meaningful demonstration of what celebrity casting combined with craft-level production can deliver for a mid-market European retailer.
A Polish industry report characterised #CiaoKendall as RESERVED's largest campaign to that point, according to designscene.net, a designation that aligns with the production's scale — more than 150 crew, three shooting days near Milan, and an international post-production pipeline anchored by Platige Image in Warsaw. In Poland, where RESERVED operates as LPP S.A.'s primary revenue vehicle, the campaign functioned simultaneously as a brand-building exercise and a direct commercial driver: the hashtag linked directly to a shoppable campaign page on reserved.com, collapsing the distance between audience and transaction. No independently verified sales attribution data for the campaign is publicly available beyond the engagement figures above. Structurally, however, the campaign demonstrates effectiveness across three measurable vectors: reach, driven by Kendall Jenner's audience scale; engagement depth, sustained by the film's two-track music licensing and cinematic format; and commercial integration, achieved through the shoppable collection page and the hashtag mechanism. For a fashion brand competing against Zara and H&M in the Polish market, those three vectors working in combination constitute a coherent and defensible return on a production investment of this scope.
#CiaoKendall is RESERVED's Autumn/Winter 2019 fashion campaign starring Kendall Jenner, released in Poland in early October 2019. Directed by Gordon von Steiner and filmed near Milan over three days, the campaign is a single fashion film built around the concept of a woman inhabiting multiple personas and looks across a lifetime.
Gordon von Steiner directed the #CiaoKendall film for RESERVED. Von Steiner, represented by Art+Commerce, worked with Director of Photography Stuart Winecoff of the Iconic Talent Agency. The production was coordinated by Warsaw Creatives in Poland and by Lupetta5 and Belowtheline for local execution in Milan, with post-production completed by Platige Image.
The #CiaoKendall campaign generated approximately 24.7 million views, according to data recorded by Clapboard and consistent with figures on designscene.net. The film also received 109,153 likes and 2,872 comments, making it one of the most widely seen single-asset fashion campaigns produced by a Polish fashion brand at that time.
RESERVED selected Kendall Jenner to generate international social reach that the Polish brand could not produce organically against global competitors including Zara and H&M. The choice continued RESERVED's established celebrity strategy, which previously featured Kate Moss, Cara Delevingne, and Irina Shayk, according to en.wikipedia.org and thefashionisto.com, while escalating its ambition significantly.
The #CiaoKendall campaign was filmed over three days near Milan, Italy, according to warsawcreatives.com. Local production in Milan was handled by Lupetta5 and Belowtheline. The Italian setting was chosen to connect RESERVED's AW19 collection to Mediterranean visual heritage and aspiration while retaining the brand's accessible mass-market positioning in Poland and across Europe.
The #CiaoKendall film used two licensed tracks: "Rumore" by Raffaella Carrà, with music and lyrics by Andrea Lo Vecchio and Guido Ferilli, published by Warner Chappell Music; and "(Where Do I Begin?) Love Story" performed by Shirley Bassey, published by Sony/ATV Harmony and Music Sales Publishing. Licensing consultancy was provided by CORD Warsaw.
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