CHRIS BENNS

Launch Event Concept - 

Moncler X Matchesfashion X Fragment 

With the exclusive launch of Moncler’s long awaited Genius Project, Matchesfashion took to Florences to launch its first instalment in collaboration with Hiroshi Fujiwara and his Fragment label.

Working alongside the brand and the luxury retailer I was tasked with conception of the launch event. Embodying the collection but also providing an opportunity for heavy social/digital engagement and creating buzz around the collection. 

Taking inspiration from the designers “backstage” narrative the event space was transformed to portray that of the backstage area of a festival. Ahead of attending, guests received invites in the form of "triple A" passes on branded lanyards and the streets lining the route to the venue were fly postered. Once you entered the “backstage” area garments were displayed in flight cases normally used to house instruments and DJ booth was raised on stage creating an immersive experience for all attendees.

Launch Event/Pop-Up Concept - 

A Better Feeling X KATSU 

Following a rise to stardom through collaborations with Virgil Abloh and Louis Vuitton KATSU collaborated with UAE founded and London based, A Better Feeling.

Along with an extensive digital strategy I crafted a launch event concept based on KATSU’s heritage as a well know New York graffiti artist. Pulling inspiration from graffiti covered newsstands that littered the streets through the 90’s and beyond. This newsstand was housed within a gallery space and become the shopfront to pop-up.

The first twenty customers to purchase from the pop-up took home their own piece of KATSU artwork. This came in the form of twenty sunglass boxes that formed a single KATSU canvas. Other items that aided in the newsstand ascetic included limited posters stacked in plastic crates and custom chocolate bars.

Brand & Creative Strategy consultation - 

LINTON

Founded in Los Angeles, manufactured by hand in Venice. LINTON places the well-being of our planet and animals parallel to excellent quality and luxury craftsmanship.

Working alongside the brands founder to drive brand direction, creativity and strategy from conception to launch.

Consultation included: Product design & development across shoes, accessories and RTW/Resort wear (accessories scheduled to launch AW22). Branding, web and CRM direction excluding social media due to external agency. Project management of critical paths and working closely with CFO on forecasting and P&L. Direction of launch event and surrounding content for debut collection driving in excess of 30,000 USD in sales in the first day at a 60.74% margin.

Brand & Creative consultation - 

JUGGURNAUTH

A gender inclusive line, with a colour palette that lends itself to all ethnicities.

Tasked with overseeing and directing the rebrand of the London startup following heavy losses due to over-expenditure through the conception and launch of the debut collection.

Consultation included: Audit of all creative processes including product design and manufacturing, digital assets, web design and CRM. Creative direction of all brand elements there forward to ensure the brand stays true to its original DNA but drives new customer procurement and in-turn revenue. Building margin driven supply chains. P&L consultation and downsizing of brand initial physical footprint.

Brand & Creative consultation - 

OSCAR.

Sustainably produced luxury staples, milled in Italy and made to order in London to ensure the most environmentally conscious garment production.

Working in partnership with brand founders from a 360 stand point.

Consultation included: Creative strategy, garment design and development. In-depth research lead fabric development and procurement. Driving creative direction across all areas of the brand including branding, packaging, web and CRM. Project management of all brand critical paths and briefing of wider teams.