S by sloggi AW19 - Central Saint Martins collaboration

sloggi’s new campaign for their premium S by sloggi line created in partnership with students from Central Saint Martins, launched on August 1st. The campaign was produced by MullenLowe Group UK, with the students acting as creatives.

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The partnership came about following our long-standing sponsorship of Central Saint Martin’s annual degree shows and presentation of the MullenLowe NOVA Awards. 

12 pairs of students submitted concepts for the campaign. sloggi selected the concept devised by Daniela Benaim and Zofia Zwieglinska, which we then produced with both students acting as creatives. 

The campaign uses a meta-fashion concept to display the new S by sloggi range from ‘behind the scenes’, depicting the creative process behind a fashion editorial. The campaign aims to pull apart the components and principles of traditional fashion photoshoots by capturing models between shots. 

Nicola Tacchi, Global Head of Marketing at sloggi said:“The creative credentials of CSM speak for themselves, particularly in the context of fashion, so for us as a brand it made perfect sense to partner with them on a campaign for our premium S by sloggi label. Working with their students, we had the privilege to get fresh, uninhibited creative talent sharing their ideas for sloggi. The concept coming out of this exciting process perfectly showcases our line’s distinctive approach to premium underwear, breaking conventional codes of luxury lightheartedly, on behalf of simplicity, sophistication and unrivalled comfort.”

Roger Tredre, Course Leader of MA Fashion Communication said: “The students of MA Fashion Communication welcomed the chance to work with sloggi.  The company champions young talent and has shown a real appetite for creativity. The results of the campaign are a testament to this, seamlessly weaving together the sloggi ethos and our students’ aesthetic in a truly exquisite way.”

Jose Miguel Sokoloff, CCO at MullenLowe Group UK said:“sloggi is permanently pushing the boundaries of comfort in their products and the boundaries of how to talk about it in its communication. This collaboration alongside students at Central Saint Martins is the latest example and one of the most interesting to date.”

MullenLowe Group UK

We work with some of the world's most innovative marketers; clients who think like challengers. And so do we. Our integrated approach involves a communion of our best talent with wit and charisma from every discipline. From brand planning to creative campaign development, customer experience to sustainability and purpose communications, media planning and buying to agile production. This approach ensures we deliver ideas that maximise the opportunity for the brand as a whole, never just one channel. We are part of a global network of distinctive agencies, rich in local culture with both intimacy and scale, providing a full service offering with a depth of resources across the globe in 90+ offices and in 65+ markets.