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Pretty Green & Quadrophenia

  • Quadrophenia
  • Quadrophenia
  • Quadrophenia
  • Quadrophenia
  • Quadrophenia
  • Quadrophenia

Client objective

Promote Pretty Green’s exclusive partnership with The Who to UK media

Focus on highlighting Pretty Green’s Carnaby Street store as a destination, and to drive footfall to the exclusive exhibition

Engage with the UK fashion media to publicise the limited edition Quadrophenia clothing range

To organise an event that would excite the UK media and ultimately achieve widespread coverage on Pretty Green’s music and fashion credentials

Originality and creativity

By creating both an exclusive clothing range and touring exhibition, we created a number of exciting talking points for the media

We organised for a scooter rally to kick off the event, which created a buzz on Carnaby Street and formed some of the main press images for the evening

We worked in tandem with The Museum of Reading to source exclusive Mod Culture exhibits and for a replica Vespa PX to be in the Pretty Green store

Strategy and implementation

We worked in partnership with Universal Music to trickle information on the formal partnership to the UK media, focussing on the fashion and music media

Liaised with Mod culture fan sites to create a stir about the new clothing range as well as create buy-in from this influential sub-culture

Targeted high-profile journalists to have exclusive views of both the exhibition and fashion collection

Results and evaluation

We achieved more than 20 pieces of coverage across the UK media with standout pieces in GQ, Drapers & Shortlist

Our event saw more than 100 influential industry members in attendance, as well as 30 members of the fashion, music and national media

The exhibition, which ran for three months, increased footfall to the Carnaby Street store

The exclusive Jimmy Parker, which was featured extensively in the media, quickly sold out

Featured publications

  • GQ
  • Drapers
  • Maxim
  • Shortlist
  • Time Out
    Time Out