New Edge London

Working with existing consumer architecture shared by Converse global, we looked to delve a bit deeper into what our audience truly thought and felt about expression and fashion week, examining what might be missing around this iconic annual fashion moment.

Reaching out to our network of creators and TikTok fashion girlies, we asked a select few to share their reflections on London Fashion week.

Research showed that female and non-binary respondents felt it didn’t always reflect a space that represents their community and it was time to embrace creativity and innovation like no other fashion capital had done before. So with this in mind, we worked closely with the Converse Global talent team to identify innovative creative technologists and artists who would elevate the brand within the context of female innovators and artistic styling across the fashion week event. While our talent team contracted each partner and supported the briefing process, our production team worked closely to collaborate in the development of each innovative exhibit. This approach to talent allowed us to generate a positive sentiment for the collection and the Converse brand with future first females at the heart of the activation.

Our space at 180 Studios was artfully designed to house and bring to life statement designs from our carefully selected talent. From jewellery designer Martine Ali; artist and technologist, Tigris; sculpture artist, Audrey Large; and Rifke Sadleir, coder and creative technologist, we showcased a bold declaration of the future of style. Innovation meeting the unconventional, with every touchpoint of the experience inspired by the product for our Gamechanger audience of media and consumers.

We curated positive sentiment for the collection and for Converse within the context of innovation and London Fashion Week.