“Unsigned cast and produced the first ever on-schedule underwear show at LCM – solidifying the brand’s fashion credentials in the UK market.”
Premium French underwear brand ‘HOM’ approached Unsigned with a brief to create visibility for the label in the UK market, develop their fashion credentials and champion the quality of their product. As part of a multi-layered campaign, we first brokered an agreement with the British Fashion Council that enabled HOM to become the Official Underwear Sponsor of London Collections Men – supplying their product to 23 shows and over 150 models – ensuring credible brand visibility to key menswear press and buyers from around the world. The sponsorship also provided HOM with a dedicated presence on the official LCM website: londoncollections.co.uk, press releases, printed collateral, access to the LCM logo and top level networking opportunities.
Building depth to the activation, Unsigned created the ‘HOM Model Lounge’ – a brand owned space for talent and press to relax in-between shows during the course of the event. Taking inspiration from the brand’s healthy lifestyle ethos, we partnered with celebrity fitness guru – Matt Roberts and Alibi Health Drink – to curate an immersive healthy lifestyle experience that increased visibility and influencer engagement.
In order to seamlessly tie the campaign together, we procured and managed a collaboration with award-winning British designer Jonathan Saunders – creating a
capsule collection titled ‘HOM by Jonathan Saunders’. To showcase the garments alongside the mainline product, Unsigned cast and produced the first ever on-
schedule underwear show at LCM – solidifying the brand’s fashion credentials in the UK market.
Following the campaign success at London Collections Men, we created and developed brand assets for the ‘HOM by Jonathan Saunders’ collaboration – casting,
producing and designing the collection’s look book and sales tools before curating an exclusive presentation for commercial press and buyers in the German Market at Berlin Fashion Week.