Chic. Spellbinding. Evocative. Striking. One can be speaking approximately the most up-to-date designer to grace New York Fashion Week, or they might be relating to a in particular fetching front room patio set. That’s the factor approximately living fashionably. It extends beyond clothing. Your domestic is likewise a prime extension of who you are and have to mirror your character. If you tend to live boldly, then your furniture should get in on the amusing, too.
When the U.K.-primarily based store Argos paired with virtual agency The&Partnership for their Spring/Summer 2019 home furniture series, they created a marketing campaign aimed towards the fashion-ahead consumer who strives to make their dwelling area as Instagrammable as their outfit of the day.
“So Stylish You Can Wear It” is a 60-second campaign-grew to become-style show that features a number of the logo’s home furniture styled into complicated, cutting facet costumes match for any runway.
From a small herd of lampshade-donning fashionistas to models kicking down the partitions of negative taste of their summer season dresses product of flatware, the parody capabilities domestic decor literally taking over a life of its own.
While there may be a precise undercurrent of humor and amusing at some point of the advert spot, a exquisite deal of concept went into the costuming, which turned mattress sets into cocktail couture that would very without difficulty find a home on style’s most prestigious catwalks.
“With the cushions, it was about developing the first-rate silhouette, within the maximum eye-catching colorways, but with the larger portions along with the tables, chairs and lampshades it changed into approximately designing complementary clothing that did now not detract from the product but created a entire catwalk appearance,” defined gown dressmaker Verity Hawkes.
Marrying daring style with a subject that is frequently muted by way of domesticity, like fixtures, brings an element of youthful fun to a section of consumerism that feels focused especially in the direction of older audiences. The cease results, but, is go-generational. It seems like increasingly manufacturers are catching directly to the power of social media-pushed content—Instagram, mostly—and figuring out that “aesthetic” is a bit greater than a millennial buzzword, however a idea that packs quite a few shopping for electricity.
“So Stylish You Can Wear It” is presently walking on ITV in the U.K. And on digital platforms … and might be on Anna Wintour’s buying list for destiny Met Gala thoughts.
Agency: The&Partnership London
CEO: Sarah Golding
ECD: Yan Elliott & Micky Tudor
Creative Director: Danny Hunt
Creatives: Alice Burton, Carl Storey
Head of Planning: Rebecca Munds
Senior Planner: Claire Carmichael
Executive Producer: Andy Roberts
Producer: Hannah Greene
Business Director: Gary Simmons
Account Director: Oliver May
Senior Account Manager: Imogen Blackburne
Account Manager: Hannah Gray
Media Agency: Omnicom Media Group’s PHD
Business Director: Jess Treasure
Production Company: Stink Films
Director: TRAKTOR (Patrik von Krusenstjerna)
Production agency manufacturer: Nick Landon
Director of Photography: Franz Lustig
Costume Designer: Verity Hawkes
Production Designer: Nick Foley Oates
Editing: Final Cut
Editor: Ed Cheeseman
Audio submit-manufacturing: Grand Central
Sound Engineer: Munzie Thind
VFX/Post Production: MPC
Producer: Phil Whalley
VFX manager: Bevis Jones
Colorist: Jean-Clement Soret