Harem London SS20 LFW immersive presentation

  • Martin Schnabl
  • Izzy Parker
  • Anesu Noelle Mande

A Date with Harem: In an abstract Turkish caff, London Fashion Week guests were invited to come and socialise with the brand. Tongue-in-cheek, our narrative was all about flirtation and romance. Models became characters in our imaginary world: street vendors offering branded roses, or slipping guests their numbers (really the brand's seasonal flyers in shape of beautifully printed polaroids). Guests were invited to pomegranate G&Ts and recyclable cans of spring water (courtesy of CanOWater), and a small bespoke box labelled "A Date with Harem" contained actual edible Turkish dates. TVs on the expected white plastic chairs were playing campaign footage. A Turkish carpet became a reading area with books about Ottoman art. Familiar and playful, the presentation sought to break the barriers between fashion and theatre in a very direct, interactive way. Concept, casting, direction and branding / print design by me. Set by Izzy Parker. Styling by Clemence Lobert. Campaign imagery Lucy Ridgard Photography. Moving image by Ricky Wood. Created in collaboration with Fashion Scout and Black PR Group.