Clothing designers stichd answered the first question when they created ‘Goods with Freude’, BMW’s pioneering new high-end fashion collection. To answer the second, they turned to Lark, asking us for the words to match their wardrobe. 

Freude, incidentally, is a German word which basically means joy or pleasure. Not in the euphoric, lung-bursting, fist-pumping sense. But more the simple satisfaction we get when everything fits, clicks, works. When everything feels right.

This is the spirit stichd brought to the collection through the quality and sustainability of their materials, the care and consideration of their design. 

We then sought to capture it in evocative hero copy, and crisp, sensory product descriptions.