London Fashion Week

Back at the start of the summer, ZAG won a competitive pitch to become the British Fashion Council’s lead creative agency for London Fashion Week. With LFW moving from Somerset House into the heart of Soho, they were looking for an agency to help them transition from an exclusive trade-show into one of London’s leading cultural events that connects deeply with the city and a broader global consumer audience.

Spring/ Summer 2016 marked the start of this transition. With our new strategic platform of ’Creative Leadership’, Zag created a campaign centred around the thought of ‘flying the flag for British fashion’, taking inspiration from the elegant aesthetic of a flying flag.

The ZAG studio designed and produced all print collateral; provided creative direction and designed all branding for Brewer Street car park, Lights of Soho and Golden Square; and all assets across digital channels.

The most exciting part is that we’re right at the start of a 3 year relationship with LFW. So this really is just the beginning.

Photo credit: Agnese Sanvito, British Fashion Council

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