Fred Perry x StudioXAG: Paper Collars Campaign

We designed and produced a global visual identity for the launch, creating bespoke solutions for iconic shopping destinations including Dover Street Market in London, Tokyo and New York, Liberty London, 10 Corso Como in Milan. The concept also launched in all of Fred Perry’s Laurel Wreath stores worldwide.

Paper collars in colours reflecting the palette of the collection were individually folded and suspended from the ceiling in swarming formations. Old school televisions were used to present an exclusive campaign film created by acclaimed Belgian photographer Pierre Debusschere.