HARRI SS24: Texture and Movement

A runway that refused to be just a runway — and a press strategy built to make sure the world understood why.

HARRI SS24, London Fashion Week, Old Selfridges Hotel, London, September 2023

The Brief

Chapter Three: Texture & Movement marked HARRI's third season with the British Fashion Council's NEWGEN programme — and one of their most ambitious presentations. The brief was to deliver a world-class show experience that integrated live performance art directly into the runway format, secured international press coverage, and made an undeniable statement on the global fashion stage.

The Approach

Having worked with HARRI across two previous seasons, I led the end-to-end strategy for one of their most ambitious presentations to date — a 4D runway experience that dissolved the boundary between fashion show, performance art and sculpture.

I managed media relations, VIP guest experience, partnership negotiations and show production, collaborating with dancer and choreographer Seirian Griffiths, performer Akti Magdalini Konstantinou, and Indofuturism musician Sarathy Korwar. I also led the art direction of campaign imagery, briefing and directing photographers Cieran Jay, Kaj Lehner, Michelle Marshall and Troy Judkins to build a cohesive visual language rooted in the collection’s central themes.

Two brand partnerships — Vibram FiveFingers and Addison Lee — were identified and secured specifically in response to the collection’s movement theme, integrating naturally into both the show and the VIP experience.

The Results

International coverage secured across British Vogue, Hypebeast, WWD, Dezeen, Times of India, Harper's Bazaar India, FashionUnited and Euronews
One of the standout shows of London Fashion Week SS24, generating significant media attention across fashion and culture press
Brand partnerships with Vibram FiveFingers and Addison Lee successfully integrated into the show and VIP guest experience
HARRI positioned as a defining voice in avant-garde fashion across UK and international press.

Features

British Vogue · The Guardian · Hypebeast · Hypebae · WWD · Dezeen · Times of India · Harper's Bazaar India · FashionUnited · Euronews · SHOWstudio · Culted · Latex247