Fashion Finds the Force
Star Wars: the cult classic films that have captured the hearts and minds of generations since they first appeared on screen in the seventies. For diehard fans, 2015’s The Force Awakens ended the wait for the latest instalment of the much-loved intergalactic space opera. For female, fashion-conscious millennials, however, watching the film was low on their agenda.
Exposure’s job was to encourage this group to find the force and join the Jedi-loving crowds lining up for a first look at the new film.
Disney collaborated with 10 top designers with a love for Star Wars and asked them to create two catwalk looks, a limited edition t-shirt and a sweat for purchase in Selfridges with proceeds donated to Great Ormond Street Hospital. We created an engaging, multi-platform programme of content to inspire a whole new generation of fashion fans.
We built anticipation by working with the designers to create bespoke content to post to their Instagram accounts – encouraging a community of high fashion fans. Rather than send out a traditional press release, we create content to inspire media. We commissioned the acclaimed Richard Kilroy who illustrated the designs before producing films that captured the movies’ enduring relevance and influence on the designers’ lives and work.
As a result, top fashion media attended the collaboration launch at Selfridges and The Evening Standard ran an exclusive. Vogue, The Telegraph and The Guardian online ran interviews with the designers, and i-D Online, Shortlist and Hunger TV all showcased the designs. The resulting coverage drove engagement among fashion-conscious millennials and has inspired a whole new generation of fans.
