Forget fashion week. The best fashion is Fashion Strong… a movement which helps the fight against Breast Cancer. Since being set up by Ralph Lauren in 1996, Fashion Targets Breast Cancer had lost some of its glamour and desirability, and sales were down year on year.
I steered a brand refresh which introduced a whole new identity - a strong one that saw women standing together and never alone, with fashion and breast cancer at the core.
I steered a brand refresh which introduced a whole new identity - a strong one that saw women standing together and never alone, with fashion and breast cancer at the core.
It had to work for multiple retailers such as M&S, Debenhams, TopShop, H&M and ASOS, so the result was a modern, iridescent reboot of the iconic brand emblem and new Fashion Strong statement.
DONATABLE STOREFONT
An interactive storefront installation at Oxford Street's Topshop allowed passers by to give instant contactless donations to the Breast Cancer Now charity.
DOCUMENTARY
A supporting social documentary featuring Twiggy, Lilah Parsons, Laura Jackson, Sadie Frost and Savannah Miller told stories of breast cancer survivors as well as the designers behind the fashion.