Using the force of fashion for good
In December 2023, Manchester played host to Chanel’s Metiers D’Art Show. While the world’s elite descended on the city, we saw an opportunity to shine a light on a different kind of fashion show.
Partnering with Lifeshare, Manchester’s oldest homelessness charity, we worked with local PR & Comms agency CityPress & creative agency Meanwhileto launch an A/W collection that wasn’t about luxury, but about making a difference.
By leveraging the global spotlight generated by the fashion elite descending on Manchester, we worked as part of a joint effort to create a campaign that generated a 60% increase in clothing donations and a 90% increase in cash donations for Lifeshare in just three weeks, with over 1,800 clothing items handed out and +18 million earned media impressions gained.
We hijacked the conversation sparked by Chanel, juxtaposing the opulence of the fashion show with the realities of life for many homeless Mancunians. Pre-loved, donated clothing was photographed by Rankin to create assets that felt high-fashion, our own A/W collection, and through strategic media planning and creative execution we launched on the day of the Chanel fashion show with posters appearing a stones throw from the Chanel runway. Digital billboards were set to run across the city, as well as a cover wrap of the day’s Metro newspaper. Making sure there was more than one collection worth talking about.
This campaign is a testament to the power of creativity and the impact of social responsibility. By using our skills and expertise to support a worthy cause, we’ve shown that fashion can be a force for good.
We were absolutely thrilled to win the Martyn Hett Inspiring Manchester Award at the MPA Awards for this campaign, alongside our friends Meanwhile & Citypress.
Thank you to everyone involved.