As part of a university brief, I rebranded London Fashion Week 2024 with a campaign designed to reconnect the event with its roots in artistry, rebellion, and authenticity.

Entitled 'The Legacy Tour', the concept spotlighted sustainability, transparency, and social responsibility, all whilst celebrating LFW’s cultural influence. The campaign took participants on an immersive journey through London’s iconic fashion landmarks via interactive installations, workshops, panel talks, and exclusive VIP events.

Inspired by the guerrilla marketing of Aphex Twin, I employed bold visuals, minimal anchorage, and eco-conscious slogans to build intrigue and encourage audience participation. Striking elements included large-scale murals, pop-up merch stands, art installations, photo booths, and QR-enabled app integration, driving engagement through hashtags #TheLegacyTour and #LFWManifesto.

In collaboration with spatial and graphic designer Bee Yogasivam, I co-created a new 'Responsible Manifesto' for the British Fashion Council—integrated into a LFW app (which I built) to invite public contributions on the future of ethical fashion. The campaign balanced cultural celebration with meaningful industry critique, positioning LFW as a platform for lasting change.