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Drapers Awards 2016: Best Fashion Marketing Campaign

Fashion marketing campaign

Fashion marketing campaign

WINNER Topshop’s Topshop Unique X NICK KNIGHT

Topshop Unique collaborated with legendary fashion photographer Nick Knight for its “Undenied Access” campaign for autumn 16. Topshop live streamed its February London Fashion Week show from the catwalk to Instagram. From set-up through the finale, Knight and his SHOWstudio team filled the Topshop Instagram stills and video. His takeover posts included models backstage, front row guests, Periscope video streams and digital 3D scans. Topshop’s 6.2 million Instagram followers and its consumers at the global flagship store in Oxford Circus viewed the catwalk content as it happened. Topshop’s Instagram feed attracted 1.95 million interactions during London Fashion Week and 940,000 video views on show day. By “pushing boundaries and breaking through a highly competitive crowd” the judges agreed the “creativity and reach made Topshop Unique X Nick Knight a clear winner”. At the same time it continued to “democratise” fashion by granting the consumer unparalleled access to its brand.

FINALISTS

F&F

F&F

F&F Active for Work It With Davina

The affordable and functional sportswear brand launched with Davina McCall in January 2016. Free videos on social media offered workout, health and lifestyle tips and let users to shop the range.

 

H&M Balmain

H&M Balmain

H&M for Balmain x H&M

Pioneer of designer collaborations H&M gave customers affordable access to luxury brand Balmain. The multichannel campaign with models of the moment was supported with a global schedule of events to increase excitement.

 

 

Hawes & curtis shot 07 046

Hawes & curtis shot 07 046

Hawes & Curtis for Dressing the Best Since 1913

The heritage menswear brand created an emotional connection to its history of more than 100 years since it opened. A fourfold increase of global search ensued.

 

 

 

Jd williams zpr fpfw 1

Jd williams zpr fpfw 1

JD Williams for Fifty Plus Fashion Week

The live-streamed Fifty Plus Fashion Week autumn 16 catwalk show sparked debate about a generation of women who feel ignored on the high street.

 

 

 

Jigsaw fashion marketing

Jigsaw fashion marketing

Jigsaw for Reduced by Nothing; Standing for Something

Jigsaw’s price manifesto to eschew Black Friday Sales and only discount twice a year cost nothing and led to record Christmas profits.

 

 

 

Matalan donna2

Matalan donna2

Matalan for Beanie vs Bobble

By selling Alder Hey beanie and bobble hats, Matalan raised £650,000 for the Alder Hey Children’s Hospital Charity through its Christmas charity campaign.

 

 

 

 

 

Missguided image 3

Missguided image 3

Missguided for Pamela Anderson x Missguided

Partnering with 1990s pin-up actress Pamela Anderson, Missguided played on its #babesofmissguided hashtag to reinforce its core brand value of “girl power”.

 

 

 

Pep&co hull mall

Pep&co hull mall

Pep & Co for As Seen on TV

Following six-part ITV documentary, Bargain Shop Wars, on the launch of the business, Pep&Co’s “As Seen on TV” campaign enabled viewers to buy product that was featured in each show.

 

 

 

Primark bring christmas home 1

Primark bring christmas home 1

Primark for Bring Christmas Home

Primark’s effort to own the Christmas jumper market resulted in an engaging campaign that included “create your own” jumper videos on YouTube.

 

 

 

 

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