Last Thursday FLANNELS launched their seasonal campaign titled “We Are The Party”. The debut ran as a takeover at their FLANNELS x Oxford Street flagship to celebrate various product drops of fashion’s favourite brands. Founded in 1976, FLANNELS has become one of the pioneering stores dedicated to luxury, placing their customers at the heart of their services. In 2023 the company launched their creative scheme ‘Youth-Phoria’, a scheme dedicated to celebrate ambitious next-generation creatives. Their seasonal campaign event last Thursday was a physical manifestation of the retailer’s innovative vision.
The event described as a “shoppable house party” was laid out in a multi-story concept with live events, pop-ups, activities and more all to do with fashion, beauty and even homeware. This immersive shopping experience includes brands dedicated to each edit with the “outside garden” space including brands for outdoor wear such as Ganni x Barbour, the “Boudoir” including Rentals from brands like LaQuan Smith and Mugler and the “bedroom” honouring the works of collaborations like Puma x Fenty. There was even “The X Bar” in the Kitchen complete with servings of crisps with caviar and a selection of Champagne choices.
The FLANNELS Beauty Bathroom invited guests to test and try beauty products from brands like Charlotte Tilbury and even a GHD styling station. A highlight in this edit was the FLANNELS Beauty Vending Machine which gave visitors a chance to win a variety of products from Benefit, MAC and more. FLANNELS Home was complete with homeware products from brands such as Versace and Off-White with the inviting layout encouraging these must-haves.
The energetic campaign captured the intimacy of a house party and was styled by Kyanisha Morgan and photographed by Crowns & Owls. Overall, the event ushered visitors vibrantly into this festive period, making it a highlight experience this season.
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