Paul Weller Designs for Liam Gallagher’s Pretty Green
Pretty Green is a British clothing label founded and designed by Liam Gallagher. The client brief for PHA was to launch the collaboration to media, achieve regular product placement as well as influential editorial features. We were also tasked with increasing the credibility of the brand, placing coverage within key fashion titles. Pretty Green collaborated with fashion and style icon Paul Weller for two capsule collections, for which PHA were assigned to instigate a specific campaign, announcing the collaboration to the Press and maintaining exposure for the collection.
Announce the Paul Weller for Pretty Green Collections, achieving maximum exposure across all media.
Utilise the media perception of Paul Weller as a style icon to increase Pretty Green’s fashion credibility.
Gain maximum sales for new collections, both through increased website traffic and in-store sales.
Originality and creativity
Originality – The originality of this campaign was in its application of a new collaborator and ambassador. Identifying Paul Weller as a new ‘face’ successfully refreshed the brand, and communicated with a new target consumer. It also reinforced Pretty Green’s key influence of rock and roll history.
Creativity – Re-adopting Paul Weller’s infamous ‘Modfather’ title reinstated his iconic style status, captured a suitable tone for the brand and excited media and customers alike.
Strategy and implementation
PHA chose the release of Paul Weller’s new album to coincide with the launch of the Paul Weller for Pretty Green Collection. We then staged a photo shoot involving Paul Weller modelling the new collection.
We organised a number of high profile interview opportunities with ShortList, GQ and The Times Magazine which we had identified as credible and opinion-forming publications.
Following these interviews, we approached all media with the news story, offering collateral from the photo shoot and quotes from Paul Weller to gain maximum exposure.
Results and evaluation
The campaign was extremely successful, with over fifty pieces of coverage for the two capsule collections, achieved across national, broadcast and online media. This included in-depth interview articles with GQ, ShortList and The Times Magazine.
As a consequence of the coverage achieved and resulting sales, the second Paul Weller for Pretty Green capsule collection was developed for the following season. Both collections completely sold out.