Tu ‘Lose the labels’ store

I was creative lead on this project at Drum.

We wanted to use social to help customers see Tu’s clothes for what they are, elegant and well designed, without the association as a supermarket brand. So we created ‘Lose the Labels’, a secret pop-up store in collab with Elle magazine.

In collaboration with Elle we created a high fashion concept pop-up store with a ‘mystery brand’. Going live without labels on the collection, the store challenged shoppers to judge the stunning pieces on display on style and quality alone - without the hang-ups that might make some pass over a clothing label like Tu. To promote the campaign we created social assets and Facebook reels for Tu and Elle’s social channels.