Axe: NYFW
In early 2015, we approached AXE with what seemed like an unlikely partnership: New York Fashion Week: Men's. Becoming an official partner of the inaugural event, we gave five emerging menswear designers the opportunity to join the AXE Collective, and be mentored by esteemed designer, Billy Reid, Esquire Fashion Director, Nick Sullivan, and acclaimed musician, John Legend. The five members of the Collective also showcased their work at an exclusive event during the FW16 show.
From seeking submissions via social to driving awareness of the program via a sponsored advertorial on High Snobiety and Esquire, we created a full 360 campaign for the brand. Following the massive success of the first season, we maintained the official partnership, which has since spanned four seasons of shows to date.
Additionally, we captured on-the-ground content featuring the attendees of each Collective showcase, bringing real guys’ sartorial prowess to AXE social channels.
