Music is the retained creative agency for the British Fashion Council, working on London Fashion Week, London Collections, British Fashion Awards and London Showrooms.
For this season’s LFW materials, Music created a monochrome, cube-based look drawing on the idea of exploded pixels.
Until the most recent London Fashion Week in February, the event identities were based around one selected designer, with the autumn event’s materials featuring the winner of the BFC’s award for emerging designers; and the February events using designs by the winner of the BFC award given to an established designer.
However, this campaign takes a new route. Aaron Skipper, designer at Music, says, “The BFC] didn’t want to just concentrate on one designer – they wanted to have a platform that felt really luxurious, glossy and high-end. There’s a tactility to the print and the hoardings, and that luxury from something that’s inherently monochrome.”
According to Skipper, the BFC was looking to celebrate its “digital and innovation pillar”, so was keen to use a look and feel that referenced the digital aspect of fashion today.
Skipper says: “We came up with creative that was based on black exploding cubes. In some of the images, the models are amongst those pixels.
“[The look] still had to be inherently ‘fashion.’”
The creative is used across the London Fashion Week website, printed collateral including the Little Black Book, tote bags, flags at the Somerset House courtyard and hoardings on the Strand.