"Wow - what a journey we have been on! Red Hot is now a globally recognised movement with over 40,000 Instagram and 41,000 Facebook followers. Thank you so much to everyone who has supported us this far and helped to change the landscape for life as a redhead"
SO...WHY MAKE A NEW BOOK?
"I felt there was more to say. Many of the redhead models we talked to not only had issues with their red hair growing up, but also with being pale. So this exhibition and art book will explore the beauty of the redhead's pale skin, its supposed fragility, and poetic appearance… We will also look at the beauty of freckles as well as black and mixed race redheads. We are taking the conversation further this time. Celebrating what makes us redheads unique, learning to love that uniqueness and empowering ourselves by owning that difference.” Thomas Knights (photographer / creator of Red Hot)
The new ‘Red Hot II” book is a collaboration between Thomas Knights and British Designer Elliott James Frieze, characterised with its rebranded midnight blue material background and embossed silver writing.
****ALL BOOKS BOUGHT AT ANY REWARD LEVEL ON KICKSTARTER ARE CLOTH BOUND AND EMBOSSED!!! YES ALL BOOKS!! (This is for Kickstarter only - They will NOT be available in the shops like this!) ****
HOW MUCH WORK HAS BEEN DONE?
Thomas has currently photographed over 70 men and 20 women from all over the world for the book, with a few more London shoots planned throughout May and two New York shoot dates at the start of June. Then the photography will be completed.
Between now and the first week of June, Thomas and Elliott will edit each model's shoot to the best, most representative image, which will then be retouched and the model quotes and foreword will be collected.
WILL THERE BE A CHARITY PARTNER?
The charity partner for the book is “The Diana Awards” anti-bullying initiative. Princess Diana is a globally recognised household name and we already have a strong relationship with the charity with proceeds from the original “Red Hot 100” book totalling over £10,000 to date. (The Red Hot project has raised over £45,000 in total for various charities and good causes)
The new look Red Hot will keep the core message of the original Red Hot - redefining the ‘ginger stereotype’ with a strong anti-bullying message - but this time the focus of the conversation will celebrate what makes redheads unique, with a focus on pale skin, freckles, black and mixed race redheads.
Therefore we are talking to the British Skin Foundation about also being a partner, with the aim to raise money and awareness for the fight against Skin Cancer.
BRAND NEW MODELS (AND SOME OF YOUR FAVOURITES)
Unlike the original book “Red Hot 100” which focused more on quantity, Red Hot II will scale back the number of models - focusing on slightly fewer that suit this new luxury aesthetic; turning the attention more on their individual story and unique look. This will mean we can really explore their unique experience.
We have scoured the WORLD to bring you the hottest redheads from Europe, The Americas, The Middle East and Australasia.
ALL CHANGE - 90% of the models are BRAND NEW to Red Hot - with just a handful of the most popular models from Red Hot 100.
MEN & WOMEN - Roughly 75% of the book will be male models and 25% of the book female models - allowing us to tell more of the story of life as a redhead in today's world.
One of the most successful elements of the Red Hot project was the personal quotes next to each image. This fundamental part of the project will return to Red Hot II, as we encourage our models to go deeper into their past, and share more of their stories with us. Enlightening, heart-warming, poetic, funny or sad - the quotes give the viewer a unique perspective on what it is to grow up a redhead in the 21st century.
The Foreword will be written by Jacky Harvey Collins - art historian and writer of the critically acclaimed ‘Red - A history of the Redhead”
A TOTALLY NEW LOOK & FEEL
The image background takes on an alluring luxe midnight blue satin allowing for pale skin to be explored in a way the bright original blue didn't. The midnight blue and updated logo will be rolled out across all products, exhibitions and literature so there is a clear change in brand identity for existing fans and total continuity. The project will take on a more refined, high-end fashion & aspirational design look and feel.
Pale skin will be the new focus alongside auburn hair. It will be enhanced by the lighting in all photography so to appear pale like a statue - placing the models on a pedestal and poses reminiscent of Graeco-Roman Gods; heroic and strong, but also with a poetic fragility.
THE USP - Challenging the norm that only tanned skin can be attractive:
The Red Hot motto is BE PROUD OF WHO YOU ARE
This mission statement goes beyond only speaking to redheads. It's about celebrating difference. Championing an alternative view of beauty. It’s empowering; owning your perceived flaws and celebrating difference.
In the West, we live in a tan culture; the idea of being tanned (either real or fake) is seen as desirable, aspirational and attractive. No matter the health risks associated with tanning, being “tall, dark and handsome” and having a “healthy glow” is what we are told is attractive. If you can’t tan, you are often ridiculed and are made to feel less attractive by your peers and society as a whole.
However, this notion of a tan looking ‘more attractive’ has been learned. It is a result of a modern fixation with summer holidays and leisure time defining our social standing. More holidays = more leisure time = a higher social standing. Tan = Attractive.
It wasn't long ago that it meant the opposite - you were of a lower perceived social standing if you were tanned, as it meant you were poor and had to work outside; back then, pale skin was seen as aspirational.
We think we are in control of what we find attractive and what we think is ‘beautiful’ - but this couldn't be further from the truth. Beauty is taught to us. Our innate desires have been manipulated by big business who realised a lot of money could be made from making us feel unattractive and ‘less than’.
In the West, we are sold the dream of having a tan, and the East (especially in India and China) are sold the dream of being pale skinned - skin bleaching products exist, just in the same way as tanning products do in the West. Essentially, we are made to feel that what we are, is not good enough, and we are sold products to fix a created problem.
Almost all swimwear and underwear campaigns in the West use olive skinned models. A quick Google search for ‘pale underwear model’ returns very few results and zero campaigns for brands.
The USP of Red Hot 2 is that we will be celebrating pale skin and freckles alongside red hair. It is another step against the norm, and cements Red Hot as a brand unafraid of championing alternative views of beauty and our unique core message: “Be proud of who you are”.
WHY BUY RED HOT II NOW ON KICKSTARTER?
If you buy the book now, you help to fund its creation. This much is obvious. But there are many more reasons to buy the book here:
1) ALL Books sold on kickstarter will be CLOTH-BOUND books with the title "Red Hot II' EMBOSSED on the cover. (They will also come with the regular dust jacket - with the cover image)
2) These cloth-bound Kickstarter books will therefore be a LIMITED EDITION - just for you - our amazing fans. We will not reprint the book like this so you will have a SPECIAL version of the book.
3) They will be CHEAPER here - Early-Bird rewards are just £40! RRP £50
TIMELINES AND PRODUCTION
We will once again partner with German book publisher Bruno Gumunder who will manage the entire production of this book and the Kickstarter fulfilment process. We have a proven track record with them, releasing our first book 'Red Hot 100' ON TIME and ON BUDGET and fulfilling all our Kickstarter reward promises. Here is our timeline overview for Red Hot II:
15th JUNE - ALL IMAGERY COMPLETED & RETOUCHED
20th JUNE - BOOK DESIGN COMPLETED
25th JUNE - BOOK READY FOR PRESS IN ITALY
15th JULY - BOOK ARRIVES IN BERLIN WAREHOUSE
1st AUGUST - KICKSTARTERS READY TO SHIP WORLDWIDE
1st SEPTEMBER - BOOK AVAILABLE ONLINE
3rd SEPTEMBER - RELEASE PARTY - NHOW HOTEL ROTTERDAM
It will be the same size as the original 'RED HOT 100’ (25.4cm x 33 cm) but will be of a premium bind quality. What this means is that:
EVERY Kickstarter copy will be cloth bound with embossed text on the front AND have a dust jacket with an image on the cover!
Red Hot II is likely to be a thicker book than RED HOT 100 with more content - more in-depth quotes from the models and a more academic and comprehensive foreword.
ELLIOTT JAMES FRIEZE - Red Hot’s Brand Director:
Thomas Knights and Elliott James Frieze join forces with Red Hot 2, set to launch in Rotterdam on the 3rd September, then internationally, from Autumn 2016. Along with a brand new look art book and exhibition they will introduce a number of limited edition products, partnering with a selected group of international designers with the view to turn Red Hot into a luxury lifestyle brand.
With over 15 years of experience in the Fashion and Design Industries Elliott has worked for multiple International brands in a directorate role from Michiko Koshino, Qasimi to Isabel Garcia. His own Brand FRIEZE by Elliott James Frieze continues to grow its international stockists with its homeware and accessories division. Elliott now divides his time between the UK and Asia, consulting on numerous projects as well as producing exclusive collections for multiple brands. www.elliottjfrieze.com
Thomas and Elliott have a 10 year friendship and 6 year working relationship behind them, collaborating on several of Elliott’s successful fashion campaigns. Thomas has been looking for the right design partner and collaborator for Red Hot since its inception, and is thrilled to be working closely with Elliott.
WILL THERE BE A NEW EXHIBITION?
Red Hot II the Art Book will launch at the nHow Hotel Rotterdam on the 3rd September 2016 (exactly 2 years to the day from RED HOT 100 Launch in NYC) It will be a star studded event, and full exhibition, open to the public from 9PM.
Thereafter the hotel will play host to the first ever Red Hot II exhibition for 10 further days: 4th -14th September 2016.
Plans are afoot to then take Red hot II on a global tour, including LONDON, NYC, PARIS, BERLIN, SHANGHAI, SAO PAULO, CHRISTCHURCH, SYDNEY & MELBOURNE (more details coming soon)
Website: www.redhot100.com #REDHOT2
RED HOT HISTORY:
The Red Hot project is often regarded as one of the most iconic and successful rebranding campaigns of recent times. It is a book and exhibition cited in international media and global press:
The Guardian: Damian Lewis and the case of the missing redheads
Daily Mail: Rebranding Redheads
GQ Magazine: RED HOT 100: The Ginger renaissance continues
Evening Standard: RED HOT : London Exhibition showcases the country's fittest ginger men
The Telegraph: RED HOT : how social media saved the ginger male
Cosmopolitan Magazine: The 13 Hottest Male Redheads Ever
Huffington Post: 'RED HOT, ' Thomas Knights' Photo Series, Explores Visibility Of Redheaded Men
Spiegel: "Red Hot" - Fotograf Thomas Knights:Wir brauchen einen rothaarigen James Bond
Elle Magazine: Red Hot celebrates sexy gingers
HERE ARE SOME VIDEOS FROM OUR RED HOT JOURNEY:
Risks and challenges
Time Management - there is a lot to do in a short amount of time - but the timescales are exactly the same as RED HOT 100 book - so we know it's all possible! We have done this before, we delivered an amazing quality product. This time the systems are in place, the relationships are more developed and we feel we can make it EVEN BETTERLearn about accountability on Kickstarter
- (30 days)