C A M P A I G N S
"Where the land meets the sea, sun-drenched style infused with a reverie of vibrant shades sets the scene for an endless summer of vacation vibes. Making a chic escape into the big blue beyond, Camila Coutinho, Sarah Mikaela, Vic Ceridono, Sandra Hagelstam, Nina Suess and Camila Carril jet-set to their perfect retreat, sharing snapshots of their summer style with beauty by TOM FORD…"
Working in collaboration with TOM FORD Beauty, Endless Summer is the first beauty-led content campaign for Harrods.com. Creating a rich storytelling opportunity to kick-start a summer of style, Harrods.com and TOM FORD Beauty teamed up with six global influencers (as listed above), to share their ultimate vacation fashion and beauty. Shot on location in Positano, Italy, each influencer curated their own looks from the Harrods fashion edit, while TOM FORD Beauty introduced their newest fragrance Sole di Positano, along with their key bestsellers to the influencers. Amplifying both the teaser and launch phases of the project, influencers used #HarrodsSummer and #TFTravels for their social posts, garnering an extensive combined global reach, along with support from both Harrods and TOM FORD social channels also.
Fusing content with commerce, the feature page sits within the newly-launched editorial channel Style Notes, allowing for a bespoke template, with the content leading the layout. Quickshop elements were woven into the feature allowing the customer to shop the shoot without leaving the page.
Launch Date: May 2017
ANATOMY OF STYLE
"A hard-working wardrobe starts off with solid sartorial foundations. Exploring the fundamentals of men’s fashion, Harrods presents Anatomy Of Style, teaming up with four key voices in menswear today; Nick Wooster, Matthew Zorpas, Olof Nithenius and Fredrik Risvik, who come together in a dapper discussion hosted by Esquire Style Director Teo van den Broeke, sharing insights, edits and their individual style DNA."
Marking a major moment for Harrods, the 360 campaign brought together the key voices in menswear to really dissect and debunk the building blocks of every man’s wardrobe. From the round-table conversation (see film) to each influencer's day-to-night edits and grooming tips, the campaign launched on the former Harrods.com platform (see gallery), while for the launch of the new Harrods.com, content gathered from the project was realigned into individual features for the new editorial channel Style Notes, demonstrating the evergreen nature of this content campaign.
Launch Date: February 2017
"Seven of the world’s top tastemakers, Adam Gallagher of I Am Galla, Patricia Otegwu of Patricia Bright, Zanita Whittington of Zanita.com, Melissa Koh of MelissaCKoh.com, Vanessa Hong of The Haute Pursuit, Meric Kucuk of Maritsa.co and fashion director Anya Ziourova, come together in the ultimate global gathering hosted in Istanbul..."
To celebrate the global Harrods customer, Destination Party was a content-led campaign focused around party season style across the world. Inviting influencers from key territories, the content team coordinated a three-day trip to Istanbul at the Four Seasons, hosting the seven influencers at dinners, photoshoots and the party in the newly opened Soho House Istanbul. Each influencer selected several looks for their shoots from the Harrods fashion edit, which were fully shoppable as the campaign launched. The influencers were invited to bring their own photographers also, allowing them to create their own content around the campaign and experience, while posting throughout on the #DestinationParty hashtag. The campaign was shortlisted for a Drapers' Award.
Launch Date: October 2015
INSIDE THE STUDIO
"Four of Britain’s most talented fashion designers, Matthew Williamson, Rupert Sanderson, Antonio Berardi and Alice Temperley invite you inside their bustling ateliers to discover the exquisite craftsmanship behind their coveted collections..."
In a celebration of British fashion and the designers behind it, Harrods collaborated with the four designers offering unparalleled access and revealing a rare glimpse of a day in the life inside their studios, charting a collection from concept to catwalk.
To showcase the storytelling to a wider audience, Harrods paired each designer with a media partner and key British blogger to exclusively cover behind-the-scenes and gather their own content in support of the initiative. Matthew Williamson teamed with Harpers Bazaar UK and DisneyRollerGirl, Rupert Sanderson with Grazia UK and Girl A La Mode, Antonio Berardi with 10 Magazine and Park & Cube, and Temperley London with Marie Claire UK and Coco's Tea Party. Elevating the project further, Harrods also partnered with the British Fashion Council.
To capture each design house’s individual aesthetic, Harrods asked the designers to invite videographers of their choice to create their film and to select their ‘muse’ who best encapsulated their brand DNA.
The films were launched in succession (on the former Harrods.com) alongside each designer’s unique page, which featured interview content with the designer and muse, an interactive map of the studio, shoppable fashion edits curated by each blogger, along with a competition to win a piece selected by the designer from their latest collection.
The campaign won the Drapers Award For Best Use Of Content.
Launch Date: October 2014
"World-renowned for his kaleidoscopic palette and mastery of print, British designer Matthew Williamson's creations infuse that bohemian energy with a more relaxed glamour, for a complete 24/7 lifestyle." Muse: Artistic Director Georgie MacIntyre
"London-based shoe designer Rupert Sanderson is the go-to luxury footwear brand for strong, architectural silhouettes, tempting textures and statement embellishments. With skilled, artisan quality as the cornerstone of his collections, the designer expertly fuses traditional craftsmanship with directional design."
Muse: Model and Presenter Jade Parfitt
"Master of tailoring, visionary of form and fit, when it comes to creating striking, yet elegant womenswear, British designer Antonio Berardi is world-renowned. Playing out through that contrast of the sculpted and the diaphanous, masculine, feminine, the designer expertly infuses his work with that signature, streamlined Berardi blend for a complete day-to-night collection."
Muse: Creative Director Sophia Neophitou-Apostolou
"Effortless luxury draped with a laid-back bohemian glamour, wrapped up in ethereal shapes and statement embellishments; when it comes to hand-worked, artisan craftsmanship imbued with a British sense of fun, Alice Temperley for Temperley London has it down to an art."
Muse: Model Jacquetta Wheeler