The SHOWROOM
by ELLE x who?
Supermarket clothing brand Tu was well-known amongst the UK fashion crowd... just for all the wrong things. Quality kidswear. Staple basics. Leggings; lots and lots of leggings.
2024
As the brand sought to elevate its image and have audiences buy into their more fashion-forward collections, we helped them turn heads and shift shoppers' perceptions.
OPERATION
In the wake of fashion week, we arrived on the scene with a new showroom pop-up in the heart of London's Soho - debuting the latest a/w collection of a 'mystery fashion brand' in partnership with ELLE.
'Lose the labels'
Without labels attached, ELLE's audience were free to see the clothes for what they were - trend-led threads that gave the high street a run for their money.