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Harvey Nichols, 'Harveys Angels' by TBWA\London
For Harvey Nichols this Christmas, TBWA\London festively brought the store to life, allowing shoppers to see the clothes worn by real people, rather than just hanging on plastic mannequins.
Izzy Ashton
Deputy Editor, BITE CreativebriefHarvey Nichols
This year for Harvey Nichols we brought Instagram to real life with the world’s first shoppable Christmas carolers all wearing fabulous Harvey Nichols party outfits that are available to buy via Instagram. 10% of sales proceeds were donated to charity partner Smart Works.
- Agency:
- TBWA\London, London
Disciplines
Advertising/CreativeSector
Retail
Bite Insight
For Harvey Nichols this Christmas, TBWA\London festively brought the store to life, allowing shoppers to see the clothes worn by real people, rather than just hanging on plastic mannequins.
Harveys Angels, the world’s first shoppable Christmas carollers saw the choir travelling around various offices in London, with each member sporting a different party outfit from the store.
Onlookers could visit the Harvey Nichols’ Instagram and shop the looks directly, with 10% of the proceeds going towards the store’s charity partner Smart Works. The charity helps women who are struggling to get back into work by offering them advice and interview coaching as well as a new work wardrobe.
How many times have you walked into a shop, looked at an item of clothing on a shapeless mannequin and thought, no way would that work for me? The beauty of Harveys Angels is that, this way, you see people who look like you wearing and looking amazing in clothes you might otherwise have shied away from.
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