Floris: “The first years of the Floris van Bommel brand were marked by experimentation. Both in terms of collection and communication, we tried all kinds of things. The brand was still much smaller than the ‘Van Bommel’ brand, so we could figure out which direction to take while staying in the slipstream of the classic brand, so to speak. If something worked, we kept doing it, if it didn't, we wouldn’t. This shoot is a typical example of something that didn’t really succeed. The idea was to take photos that were totally over the top and super kitsch. It worked, but then, what do you do with it..? It's not like you can generate interest in a new shoe brand with this pretentious kitsch.”