The Fashion Awards 2021


Client: The British Fashion Council

The Fashion Awards 2021 took place at The Royal Albert Hall in London on Monday 29th November: a two-hour red-carpet experience followed by dinner, awards show and after-party featuring major performances for an audience of 3,500 people including world famous designers, artists, musicians, celebrities, changemakers and students. Following the pandemic and major cultural, societal, and behavioural shifts in the way we experience events, the British Fashion Council set a brief to reimagine The Fashion Awards through a global marketing campaign and both high-impact digital and physical activations with an ambition to create a benchmark for future events, reach new audiences and increase commercial fundraising opportunities. Our strategy was to position The Fashion Awards as a global entertainment platform and celebration of fashion at the intersection of culture. Maximise on the major opportunity that exists for fashion in entertainment. 

Recognise the industries fashion influences beyond the runway – film, music, art, technology. This was realised through a new Creative & Production team, major talent partnerships with the likes of Billy Porter, Dua Lipa, Tommy Hilfiger and Kylie Minogue, brand partners propelling the experience digitally and into the Metaverse including TikTok and Roblox - and future-facing storytelling recognising and documenting fashion's role in societal and environmental change.