In January, we ventured into London Collections: Men for its sixth instalment with our luxury tailoring client Lutwyche for their first ever scheduled A/W 15 showcase.

Following a ‘dipping a toe in the water’ appearance for the brand at the same event in June 2014, I-AM was tasked with creating an experience that would honour the traditions and heritage of the brand but also introduce a twist of modernity and relevance for a more fashion-focused customer.

Lutyche
  • Email Marketing
  • Event Management
  • Event production
  • Event schedule & management
  • Event Strategy and implementation

Brief

In January, we ventured into London Collections: Men for its sixth instalment with our luxury tailoring client Lutwyche for their first ever scheduled A/W 15 showcase.

Following a ‘dipping a toe in the water’ appearance for the brand at the same event in June 2014, I-AM was tasked with creating an experience that would honour the traditions and heritage of the brand but also introduce a twist of modernity and relevance for a more fashion-focused customer.

Solution

From curating the show’s content and general look and feel through to sourcing the venue, food and drink and live music the I-AM Brand Communications department was also responsible for attracting industry influencers to witness the event.

Utilising the assets we helped to create, which included a bespoke film and live narration from model-turned actor David Gant, the team also secured pre show coverage and exclusives as well as social noise during the event and media coverage following.

Results

The communications strategy for LC:M was built into a tiered format.
Before the event took place we had created a bespoke teaser film capturing the artisan aspects of the brand at their factory in Cheshire. This edit was given exclusively before the event to Wonderland Magazine online and then during and post event we appeared across titles including GQ online and in print, Esquire and Lux Worldwide.
The value of our coverage in terms of PR value was more than £200,000.

Lutyche
Lutyche
Lutyche
Lutyche