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Harem London SS21 interactive lookbook and LFW launch

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

Harem London's SS21 collection is all about colour: Garments are hand made from organic Turkish fabrics and dyed in the brand's East London atelier. This is brought to life with an interactive digital lookbook, and a 360° launch journey for London Fashion week: • Seasonal concept and campaign (see separate post) • Seasonal graphic language • LFW Launch strategy • Interactive digital lookbook • Buyers gifts • Editorial collabs with Hypebeast and LOVE Magazine The launch journey was carefully plotted: Social teasers and VIP gifts linked to a virtual countdown on the website. The collection was launched with the British Fashion Council designer profile and the first day of London Fashion Week, followed up by editorial content from media partners.

Bypassing a physical show at LFW this year, we wanted to find new ways to make the brand experiential to consumers and buyers alike: We created an interactive digital lookbook that allows users to colour in garments themselves, in any of the 7 hand dyed colours available. Go have a play: haremlondon.com/ss21
The graphic language inspired by dip-dyeing: Colours are soaking through; distorting typefaces and slowly moving in animations, creating an immersive feel.
Collaborations with LOVE Magazine and Hypebeast meant exposure to key streetwear and fashion markets in Europe, the USA, and the middle east. A carefully written press release and brief to both media partners meant that editorial content was accurate and represented the Harem brand well, while allowing partner editorial teams to create content in their own TOV.
Buyer’s gifts were natural face masks that recipients could dye themselves. Boxes, bespoke address labels, stickers and invitations were sent directly to the client for COVID-friendly assembly in the studio.
The accompanying campaign film is decidedly raw and unfiltered, following models around a journey around Dalston while the brand's creative director talk around the inspiration behind the collection — complete with lo-fi subtitles for viewing on a phone on the go.
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