The Shoreditch Fashion Show

The Shoreditch Fashion Show (TSFS) is a creative collaboration celebrating emerging talent across the entire creative spectrum; from fashion designers to artists, musicians and DJ’s. It also served as a platform to introduce young tastemakers to new product lines and brands from the companies sponsoring each event.

Services

Brand Strategy, Brand Positioning + Planning, Copywriting + Messaging, Marketing Strategy.

The Challenge

Produce and promote a set of events that appealed to the creative community in East London.
Provide a platform for local creative talent and emerging artists.
Showcase new product lines and brands for the event sponsors in a way that didn’t seem like ‘in yer face’ product promotion.
Help make each event a raging success.

Barefaced Studios

For each event we built a cross-disciplinary festival housed within Hoxton Docks (a former coal storage facility) for the first show and Oval Space (an old warehouse loft located next to a decommissioned gas works) for the second show. Both projects were fashion-focused but also included film, art, sculpture and music. The end result was a multi-sensory celebration of East London style, creativity and culture – part exhibition, part stage show and part festival.
Each show featured a selection of emerging fashion designers. Designers included Isabella Yaellda who showcased pieces she had recently commissioned for Lady Gaga, as well as graduates from Central St. Martins. Participating designers and artists created one-off pieces working from a central theme that were displayed exclusively at the events. While locally based dancers and musicians performed throughout each event. We also ran a competition in conjunction with Made in Shoreditch magazine to find the best up-and-coming fashion designers and brands emerging out of London. The competition was judged by Julien MacDonald and reached in excess of 500,000 Facebook users and 35,000 Twitter users.
We worked alongside brands such as Batiste, Vita Coco, Propercorn, Red Bull, OnePiece, Gandy’s Flip Flops and Serge Denimes to create mini brand activations housed within each event. We needed to make the brands fit in seamlessly, whilst ensuring they didn’t detract or appear jarring – no one wants to party against a sea of products. So we were careful to work with each brand to create activations that were special, useful and sympathetic to the theme of each event.
Both events were sold out success stories, each with a capacity of 1,200. We secured media partnerships with Wired, Hoxton FM and Made in Shoreditch. The events appeared in Aesthetica, ArtLyst, Don’t Panic, The Urban Times, Slave London, Idol Magazine and on Fashion TV, among many others. The shows were attended by cast members of Made in Chelsea, Mischa Barton and Eliza Doolittle.