STIG IN AZURE BLUE

Despite the myth, chameleons don’t change colour to blend in - they change colour to express emotion. In their world, blue signals excitement.

At CDLP, we share that belief in expression through colour - while the form remains unchanged. This led us to Stig, a panther chameleon based in Sweden, and to Azure Blue - our newest shade in the Essentials Collection.

We caught up with the star of the campaign and asked him a few questions.

Thank you for taking the time to speak with us. How does it feel to front a color launch?

First of all: thank you for the craftsmanship on the branch. I’ve perched on far less considered structures. But to front a color? It’s... emotional. We chameleons express ourselves through color, not by blending into wallpaper as humans insist on believing. Azure, for me, is a pulse - excitement.

As you mention: There’s a persistent myth that chameleons change color to match their surroundings. You want to break that myth?

Absolutely. It’s been the PR burden of our species for centuries. People assume we’re tiny, anxious interior decorators. The truth is more... passionate. We shift color for communication: flirtation, dominance, calm, irritation, love, temperature, mood. When I turned Azure during the shoot, it wasn’t camouflage. It was expression.

Why did you say yes to working with us on this launch?

I appreciate your aesthetic. Minimal, cinematic, Scandinavian - but with warmth. You work with emotion rather than spectacle. So do we. When I heard the color was Azure, the decision was already made. Blue carries weight in our world, anticipation, alertness, a controlled spark. I thought: this is a chance to educate humanity and look spectacular doing it.

What does modern masculinity mean to you?

Balance. Strength without noise. Sensitivity without apology. Being vivid when vividness is true, muted when stillness is required. You speak of modern masculinity in your work, I would say my skin does the same. It tells stories. Azure is one of them.

What’s life like these days at the Stockholm Skansen Aquarium?

Rhythmic. Bright. A constant stream of pointing humans. Children laughing with questionable volume control. My neighbour is a rattlesnake who hisses in his sleep, an acquired taste, but decent company. It’s a peaceful place, even when it isn’t. And we have an unspoken understanding: everyone gets to be a little strange. It’s liberating.

If you could give our customers one piece of advice for the season?

Wear color. Or rather, wear emotion. You’ve already stopped pretending you blend into the background. Let Azure do what it’s designed to do: stand out effortlessly.

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