Client: Transport for London, UK
Campaign Overview: London Underground required strategic direction upon launching fashion label Underground Outfits
The London Underground brand required strategic PR direction when they launched fashion label “Underground Outfits” run by one of the senior directors of Benetton.
This was a street-wear range appealing to 16-25 years olds. The collection was designed to be marketed and retailed outside of the UK to capitalise in the ‘cool Britannia’ image primarily in Japan, China, the US and Europe.
The first Underground Outfits collection was launched at Pitti Uomo in Florence with an underground style party British and International fashion press were invited.
The collection was introduced in the UK with a trade media campaign including one to one interviews with publications such as Drapers Record and an exclusive interview was given to The Times.