not just a shop x LCF Founders Club

One pop-up. Emerging designers. A campaign designed to put talent in front of the people who needed to find them.

The Brief

University of the Arts London's not just a shop — a not-for-profit retail platform showcasing designs by students and alumni — partnered with the LCF Founders Club to host a pop-up at London College of Fashion's East Bank campus in Queen Elizabeth Olympic Park. The goal was to drive event footfall and build awareness of not just a shop as a destination for emerging creative talent.

The Approach

Leveraging the existing network between UAL and its founder-led alumni brands, I developed a PR and communications strategy for the pop-up which authentically represented the fashion partnership. Collaborating with participating designers — HARRI, Kyle Ho, FibreLab, and The Fashion Blueprint — I produced short-form social media content that brought the event to life before and during its run. Press outreach was targeted at publications and platforms reaching London fashion, design and culture audiences, with a particular focus on the East Bank community.

The Results

Built engagement across the arts, culture, sustainability, and fashion communities through integrated campaign activity.
Generated 65K+ organic Instagram impressions through collaborative social content with participating designers and London College of Fashion.
Secured media coverage across key industry and regional platforms including Queen Elizabeth Olympic Park event listings, Fashion District, Dezeen Events, FashionUnited, The Glossary, LDN Fashion, Creative Newham, and Newham Voices print edition.
Achieved a combined press reach of 300K+ targeted UK readers.
Delivered an overall campaign reach of 1.6M+ across organic digital activity and media coverage.

Features

Queen Elizabeth Olympic Park · Fashion District · Dezeen Events Guide · FashionUnited · The Glossary · LDN Fashion · Creative Newham · Newham Voices