San Francisco based fashion brand House of CUOCO is a label that prides itself on not being for the faint of heart. Expert leather work is combined with a focus on geometric shapes, detailing and metal work.
We were tasked with looking after the full creative and marketing strategy and production for all of the House of CUOCO’s LFW SS15 events and launch campaign. The objective was to capture the attention of the notoriously difficult London fashion scene, whilst communicating the very individual personality of the brand in a way that wouldn’t be easily forgotten.
Taking inspiration from the heritage of the project, with its roots based in Bay Area USA and the infamous Hells Angels, we developed a launch strategy that pulled on the brand’s disruptive personality – a brilliant clash of luxury and counter-culture ideologies. We used these opposing forces to create unique collaborations with Hotel Cafe Royal, Roxx Club, Fashion Scout, BLK Water and the Ace Cafe. We brought the brand message to life through live stunts, edgy design, multi-faceted events, gritty imagery, vivid catwalk/event photography and eloquent editorial.
Basically, we made a right scene, we even had Hells Angels on the front row, and it really worked. Across the campaign we produced three events, including a hugely successful catwalk show at Freemason’s Hall which made the pages of 23 different titles and style blogs including Vogue, Glamour, Lulu Trixabelle and Hannah Louise Fashion. The brand’s Creative Director Candice Cuoco has since gone on to make the final of Grammy nominated TV series Project Runway and has shown at New York Fashion Week.
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