British trend label Ted Baker is celebrating the arrival of the model’s fall assortment with “Avenue Occasion Classes,” a sequence of immersive, digital-first performances by a variety of British musicians.
In collaboration with the multidisciplinary agency Eleven Studio, the model filmed performances by Jungle, Pleasure Crookes, Little Simz, Bastille and Alicai Harley at London’s nightclub and occasions venue Printworks to rejoice dwell music’s long-awaited return. All of the performers had been dressed within the model’s fall 2021 assortment.
The classes will likely be launched weekly throughout the model’s digital channels beginning this Thursday till the top of October. The model mentioned that is additionally part of a wider model innovation technique throughout TikTok, YouTube and Animal Crossing.
Jennifer Roebuck, chief buyer officer at Ted Baker, referred to as the initiatives “a strategic alternative to occupy the cultural area in a manner that we hope will change model perceptions, interact new audiences and remind our loyal and brand-curious clients why they love Ted Baker.”
Anthony Cuthbertson, the model’s world inventive director, mentioned the format is the proper method to introduce the brand new assortment, which itself is “a celebration of our cities coming again to life.”
“With this marketing campaign, we showcase the new-season wardrobe throughout a various group of creators, expressing the flexibility and fluidity of our collections and amplifying the model to new audiences,” he added.
The model additionally mentioned that Avenue Occasion Classes is a core illustration of its partnership with the gender equality initiative Keychange. Via the sponsorship, Ted Baker champions innovators from Keychange’s expertise growth program, and provides them an area to share their tales with a wider viewers.
https://wwd.com/fashion-news/fashion-scoops/ted-baker-fall-collection-music-street-parties-1234957512/ | Ted Baker Showcases Fall Assortment With Music Performances – WWD