Milan Fashion Week Takeover

British Airways

How do you position British Airways as a champion of Modern Britain around the world, bringing to life the new brand purpose, and reach new audiences? By taking over a global event…Milan Fashion Week, of course.

The Idea

Our strategy was to takeover one of the world’s biggest fashion events, Milan Fashion Week 2017, with a high-impact stunt that oozed Britishness and would reach a new audience of influential and stylish travellers from around the globe.

We partnered with British designer, Zoe Bradley, to create a travel-themed, one-of-a-kind dress, made from British Airways boarding passes for the Milan to London route, highlighting British Airways’ connection with travelling in style.

We recruited British models Suki Waterhouse and David Gandy as brand ambassadors for the campaign. Suki Waterhouse strutted through the iconic Piazza del Duomo for a guerrilla style photoshoot, while David Gandy took to the road in a classic car flanked by British Airways cabin crew and pilots.

We then hosted a bespoke tea party in the heart of Milan for over 100 guests. Editors from local and international media, as well as high profile influencers from across the world, were treated to afternoon tea from The Berkeley, hosted by Suki and David. During the event, we created the first British Airways fashion show, where cabin crew strutted down the catwalk in a range of iconic British Airways uniforms.


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