Minnie Mouse has been a cultural icon since she was first drawn in 1928. However in recent years, Disney has seen Minnie’s place in culture eroded by a procession of newer, fresher competitor characters. Minnie Mouse merchandise had lost its cultural appeal and we needed to make her fashionable again. Runway fashion dictates the high street styles that appeal to teenagers. To elevate Minnie Mouse above mere merchandise – and to make her relevant to a younger generation – we positioned her as the ultimate fashion insider and a credible muse within the fashion industry.
We recruited 11 leading fashion designers to create a one-off garment or accessory inspired by Minnie Mouse. Andrew Bunney, Lulu Guinness, Husam el Odeh, Michael van der Ham, Piers Atkinson, Giles Deacon, Meadham Kirchhoff, Terry de Havilland, Richard Nicoll, Katie Hillier and Tatty Devine all created critically celebrated pieces featuring our heroine.
This generated a broad range of assets, including preview sketches, still life images and designer portraits to fuel ongoing content marketing on social media, in press engagement and at experiential events, while exclusive designer interview films resulted in editorial exclusives.
We auctioned the one-off designer pieces on eBay, causing a social media frenzy and raising more than £8,000 to support the BFC/Bazaar Fashion Arts Foundation.
Minnie became such a credible fashion figure that we were able to get her on the cover of LOVE magazine. It was first time the magazine had featured an animated character on its cover and the first time Minnie appeared in a fashion pose rather than a non-traditional, cutsey pose.
The activity resulted in 405 editorial features with combined OTS of 271,121,450.