In partnership with lifestyle retailer USC and fashion brand Alpha Industries Europe, we built a concept, developed and executed a multichannel retail campaign that stretched across physical and digital touch-points.
In conjunction with USC’s recent rebrand, our aim was to target a new audience of consumers who hadn’t previously engaged with the brand Alpha Industries, whilst positioning the product as a streetwear brand within the UK fashion scene.
Teaming up with Stratford born singer-songwriter Ryan De La Cruz, our visual team shot a day in the life of the musician through the streets of Ridley Road market, Hackney. Accompanied by a number of his friends, this candid point of view enabled us to capture and create super authentic storytelling that perfectly resonated with the USC audience.
Product styling for the campaign was vital and our in-house team worked closely with Ryan to ensure the placement wasn't contrived or unoriginal. The key aim of the project was to ensure the essence of the streetwear fashion landscape was showcased, in turn highlighting how the scene is the current driving force behind modern fashion.