Matalan
Denim FW25
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Matalan
Denim FW25
Matalan is a staple of accessible, family-focused British high street fashion, but the brand needed transforming.
The goal was to elevate their fashion credibility to win over a new audience for a major, long-term brand move.
Denim FW25 was the first step, slowly seeding the transition.
It had to stay accessible for their loyal crowd while introducing a refined fashion tone.
The result was a campaign that led with beauty and confidence, centred on a woman completely at ease in her own skin.
It grabbed headlines in Drapers and Retail Week, and completely reset Matalan's visual identity, becoming the blueprint for all their subsequent AW25 and SS26 collections.
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film/Creative Director: Benjamin Lennox
Creative Strategy
Integrated Campaign
Production
Creative Agency: OZO
Production: Ocurens
Film/Creative Director: Benjamin Lennox
Building a new creative blueprint that brings elevated fashion credibility to Matalan. Balancing attracting a brand-new audience while staying accessible to their loyal customer base.
