Harem London AW20 360° LFW launch

  • Martin Schnabl
  • Sebastian Baptiste
  • Anesu Noelle Mande
  • Lucy Ridgard
  • Izzy Parker

Inspired by travel, the Harem London AW20 campaign hones in on the quirks and characteristics of archetypal tourists, re-imagined in minimal, abstract sets. Our 360° campaign to tell this story across main campaign, lookbook, buyer's gifts, and an immersive approach to our London Fashion Week presentation.

A seasonal rendition of the brand logo creates a compass with our own cardinal directions: Nowhere, Elsewhere, Somewhere, Where?

The lookbook is a foldout hiking map, but with characters inhabiting an invisible landscape. The pattern becomes a modern take on a classic Toile du Jouy. Product codes are coordinates of places that are important to the brand, its founders, and its collaborators.
For London Fashion Week we created a Hike with Harem, which took guests around an abstract hiking trail where they could picnic, spot birds, take in the views, and visit our souvenir shop.

The central photo op was a constantly changing view point; a fragmented landscape in front of projected travel photography from Turkey.
Our seasonal buyers' gift was a viewmaster showing key looks from our campaign. This also became a prop at LFW where we created a souvenir shop where people could browse the collection, see our campaign film, and take polaroids of their "hike" to take home.
The viewmaster featured 7 key visuals from our campaign, rendered in 3D.
The experience had countless little touch points — from campaign postcards in the souvenir shop, to a bespoke wooden hiking trail map at the entrance, to branded bags with trail mix and hot toddies in the picnic area. All the details made for perfect content and we got extensive organic social media coverage from buyers and bloggers to magazines such as Wonderland and Glass Magazine.