HARRI x Southern Comfort Halloween

Two brands that had no obvious reason to work together — and a partnership that proved exactly why they should.

SoCo x HARRI Halloween Collection, October 2023

The Brief

Following Sam Smith’s viral 2023 BRIT Awards look and a standout season at London Fashion Week, HARRI was attracting inbound interest from commercial partners. Southern Comfort approached with a partnership proposal — the goal was to assess the opportunity and negotiate terms that served HARRI’s creative vision and ambitions.

The Approach

This was an opportunity to extend HARRI’s world into pop culture through a bold, unexpected format. I evaluated the fit, structured the terms and led the negotiation — ensuring the agreement reflected the full value HARRI brought to the table.

The collaboration became the SoCo x HARRI Halloween Collection: three haute couture pieces — the Villain Vampire, Golden Pumpkin and Red Witch — each designed in HARRI’s signature vegan latex with a bespoke Southern Comfort bottle holder integrated into the silhouette. Engaging wider audiences in the UK, the looks were available to rent for Halloween at Costume Boutique, London.

The Results

• Identified and secured a brand partnership between an emerging London designer and a global drinks label.

• Negotiated terms that reflected the commercial and creative value HARRI brought to the collaboration.

• Partnership went on to deliver a culturally resonant Halloween activation reaching fashion and lifestyle audiences across the UK.

Features

Costume Boutique · The Telegraph · Hypebeast · Hypebae · Indy100 · Culted · 14HQ

Image credit: Sarah Simpson, Getty Images