- Supermodel Heidi Klum stars in s.Oliver’s new "Casual Since Forever" multimedia campaign alongside an AI-generated version of her younger self from the 1990s.
- Developed by creative agency Jung von Matt with stills captured by photographer Rankin and direction by Alex Feil, the project uses generative AI face-swap technology to stage a conversation between Klum's past and present.
- The commercial launch coincides with a limited-edition 1990s vintage capsule collection available online and in select retail stores.
- This campaign cements Klum’s partnership as the official face of s.Oliver since April 2026, building on her recent 2026 brand deals with Grey Goose and Magnum.
International supermodel and television personality Heidi Klum has partnered with German lifestyle fashion house s.Oliver for a new brand campaign titled “Casual Since Forever”.
Launched on September 10, 2026, the campaign pairs the modern entertainment mogul with an artificial intelligence-generated recreation of herself as an emerging model in the late 1990s.
Creative agency Jung von Matt designed the campaign around the theme “Bergisch Gladbach meets Beverly Hills,” bridging Klum’s German roots with her international career.
Renowned fashion photographer Rankin shot the campaign stills, while director Alex Feil led the AI integration to create a seamless dialogue between both eras. To support the release, s.Oliver debuted a limited-edition vintage capsule collection featuring relaxed 1990s basics.
The project marks a major milestone in Klum’s relationship with s.Oliver, after she officially signed on as the brand’s face in April 2026. The apparel company has a long history of high-profile celebrity marketing, having previously released capsule collections with pop star Anastacia and naming classical crossover violinist David Garrett as a brand ambassador.
The partnership arrives during an active period of commercial and media milestones for Klum. In addition to her executive producer and judging duties on America’s Got Talent and Germany’s Next Topmodel, she has expanded her commercial portfolio with recent 2025 and 2026 endorsements for brands like Aigner and Calzedonia.
Earlier this year, she fronted a Grey Goose campaign inspired by The Devil Wears Prada to celebrate high fashion, and shortly after, she fronted the House of Magnum Cannes campaign event alongside celebrity image architect Law Roach.
Takeaways
Heidi Klum’s new campaign for s.Oliver highlights how fashion brands are evolving past generic uses of artificial intelligence. Rather than using digital avatars to replace human talent, the campaign uses generative tech to multiply a star’s existing cultural equity.
Klum appeals to two distinct groups at once: legacy shoppers who remember her early modeling breakthrough, and younger buyers who embrace 1990s nostalgia. By anchoring the digital effects to a real career arc, s.Oliver proves that AI can elevate human storytelling rather than distract from it.
How will fashion consumers react when AI de-aging transitions from an occasional novelty to an industry-wide standard? Could archival AI campaigns become a primary tool for European heritage brands attempting to reach younger global shoppers?
