Who What Wear x John Lewis

  • Maria Bissendorf

I was tasked to create a campaign for British retailer John Lewis to create a content campaign to promote the brand relaunch, also referred to as ‘John Lewis & Partners’. John Lewis struggled with fashion credibility and wanted to ensure their new collection was promoted through fashion-authoritative publications. To achieve exactly that, I created a video-led programme, which tapped into the expertise of Who What Wear’s editor-in-chief allowing them to speak through our fashion kudos. With IGTV launching just weeks before the partnership was activated, we filmed the series in portrait format with mobile-first in mind and seeded this out on the new video platform as well as Facebook. To support the video series, I designed a robust promotion strategy inclusive of influencers, dark social, email, and shopping stories on Who What Wear’s website.