AGGRESSION-FREE MILITARY FASHION
Central Saint Martins wanted to set this as a brief for their B.A. Fashion Course students. We couldn’t find a brand sponsor in time, but I now have interest from Ravensbourne Uni. Please share potential brand sponsor contacts.
Feedback for concept:
- Sir John Hegarty, (founder, BBH London): asked start-ups at his company Garage Soho if they’d sponsor.
- Walter Campbell, (screenwriter on ‘Under the Skin’): “This is interesting - very direct - A core truth - very simple”.
- Vicki Maguire, (ECD, Havas): “Nice work”.
- Richard Denney, (ECD, St Lukes): “Game-changing”.
- David Hieatt, (founder of Hiut Denim Co): “Looks great”.
- Chris Bovill, (ex-ECD, 4Creative): “Lovely idea. Simple and powerful”.
- Ben Walker, (ex-ECD, Who What Why): “Great idea”.
AGGRESSION-FREE TRENCHCOATS
Each coat combines military design influences from at least three non-allianced countries, making it 100% neutral.
Designs are sourced via a fashion school brief, or a global competition on social.
They could be launched as a one-off capsule, and/ or a luxury brand.
Part of the profit would go to Unicef’s “Children Under Attack” campaign.
LABELS SHOW THE DESIGN INFLUENCES’ NATIONALITIES
QR codes stitched into the coats link to their histories.
VIRAL – ANNOUNCING TRENCHCOAT DESIGN COMPETITION
Script:
Armies of men, women and horses tear themselves to pieces.
Then the pieces start stitching themselves back together, in random, un-uniform ways.
A general made from assorted pieces of rival soldiers and horses walks towards us, announcing the competition rules.
A BRAND COLLAB WITH FORTNITE
Aimed at a younger audience. The branded digital boots are sold in-game, as an accessory for Fortnite skins.
Again, part of the profit would go to Unicef’s “Children Under Attack” campaign.
Players choose which military design influences are combined in their boots.
LAUNCH STUNT
Posters outside military museums and barracks.