Los Angeles-based brand ERL has unveiled its campaign for the new Vamps sneakers, featuring a girl drenched head-to-toe in bubblegum pink. The imagery immediately recalls Violet Beauregarde from Charlie and the Chocolate Factory—swollen eyes, chromatic overload, and a model literally named Bubblegum. ERL reinterprets the film's uncanny fairy tale as a fashion statement.
The Vamps wrap the foot in bubblegum pink wool felt uppers and plush lining, foregrounding exaggerated softness. A pink gum sole is stamped with the ERL logo, while silicone-tipped laces add a finishing touch. Cute yet unsettling, sweet yet unbalanced, the shoe hovers somewhere between adorable and off-kilter.
Designer Eli Russell Linnetz has long been adept at translating American subculture and pop-culture iconography into brand vocabulary. The Vamps campaign extends that logic. Like Violet's inflated confidence, ERL packages brash swagger and humor into footwear. The strangeness lurking beneath the candy-pink surface sharpens the brand's identity this season.
The Vamps wrap the foot in bubblegum pink wool felt uppers and plush lining, foregrounding exaggerated softness. A pink gum sole is stamped with the ERL logo, while silicone-tipped laces add a finishing touch. Cute yet unsettling, sweet yet unbalanced, the shoe hovers somewhere between adorable and off-kilter.
Designer Eli Russell Linnetz has long been adept at translating American subculture and pop-culture iconography into brand vocabulary. The Vamps campaign extends that logic. Like Violet's inflated confidence, ERL packages brash swagger and humor into footwear. The strangeness lurking beneath the candy-pink surface sharpens the brand's identity this season.
FAQ
Which film did the ERL Vamps sneaker campaign reference?
The ERL Vamps campaign references Violet Beauregarde, the bubblegum girl from Charlie and the Chocolate Factory. The campaign model appears with pink-tinged skin and swollen eyes, even named 'Bubblegum,' directly evoking the film character.
What materials are the ERL Vamps sneakers made from?
The Vamps feature bubblegum pink wool felt uppers with plush lining. They sit on a pink gum sole embossed with the ERL logo, finished with silicone-tipped laces. The sneakers balance exaggerated coziness with cute yet unsettling asymmetry.
Who is the designer of ERL?
ERL's designer is Eli Russell Linnetz. The LA-based brand excels at translating American subculture and pop culture icons into its design language, offering both humor and audacious style simultaneously.
