London Fashion Week: The Legacy Tour

This university brief asked us to rebrand London Fashion Week 2024.

It was my aim to reinvigorate London Fashion Week by reconnecting it with its roots of artistry, rebellion, and authenticity. The campaign aimed to address contemporary issues in the fashion industry, such as sustainability, transparency, and social responsibility, while celebrating the event's rich history and cultural impact.

My campaign concept of The Legacy Tour was designed as an immersive experience that took participants on a journey through London's iconic fashion landmarks. By incorporating interactive installations, workshops, panel discussions, and exclusive VIP events, the tour aimed to engage both the general public and industry insiders. The campaign featured striking visual elements like large wall murals, interactive displays, pop-up merch stands, photobooths, art installations, and app QR codes, guiding participants and encouraging user-generated content with hashtags #thelegacytour and #lfwmanifesto.

A key inspiration was the guerrilla marketing tactics of music artist Aphex Twin, using bold, memorable graphics and minimal anchorage to create intrigue. This approach was mirrored in the campaign’s advertising, with impactful slogans and eco-inspired quotes promoting the British Fashion Council's new Responsible Manifesto (which I designed in collaboration with fellow creative, Bee Yogasivam). The manifesto, integrated into the LFW app, invited the public to contribute their thoughts on making the fashion industry more sustainable and ethical.

Collaborations with thought leaders and experts, including spatial and graphic designer Bee Yogasivam, ensured that the project maintained a strong focus on social and environmental responsibility. The result was a dynamic and forward-thinking campaign that celebrated London Fashion Week's legacy while driving meaningful change in the industry.