To launch the Autumn/Winter 2018 collection for the Strand Arcade, we explored the role of touch in fabric and fashion. With the help of fibre artist Tammy Kanat, we constructed a shopping experience purely by feel to highlight the importance of fabric weight, texture and quality in the cooler months. Using HD thermal imaging technology, we filmed a curated space where Tammy was able to select from the AW'18 collection in the dark.
The campaign was launched on Instagram and Facebook through a 15" teaser video as well as a hero 60" video. The garments that Tammy selected were then styled into 6 outfits by Elle fashion editor Emma Kalfus, photographed and revealed over a 6 week period. A campaign look and feel was developed in-house and extended into RUUSH magazine, POS, digital and in-centre print.
Creative Partner, The Royals: Nick Cummins
Senior Art Director: Pete Sherrah
Senior Writer: Allie Steel
Producer: Rene Shalala
Account Director: Pri Patel
Account Manager: Michelle Kroger
Designer: Anthea Wright
Social Media Manager: Katie Morris
Digital Designer: Eddie Brown-Greaves
Director & Editor: Dylan Duclos
Production House: Collider
Photographer: Natasha Foster
Stylist: Emma Kalfus
Sound: Jonny Higgins