Client: Princes Square
Fashion is synonymous with Glasgow’s Princes Square. Distinctive and unique fashion brands which offer labels and pieces not available elsewhere in the city, and often anywhere else in the country, are found there.
So when London based luxury cashmere brand Les 100 Ciels decided to open its first Scottish store, Princes Square was the natural fit.
Facing a challenging task of raising awareness of the new store’s opening in the consumer and business audiences – to drive footfall and to reinforce Princes Square’s aspirational location with the retail sector - we knew that striking imagery would be key.
Working closely with the PR and marketing team at Les 100 Ciels, we wanted to showcase the elegant, timeless womenswear on offer as well as conveying a positive business story.
Collaborating with a fashion and press photographer, we decided to use the English translation of Les 100 Ciels - The Hundred Skies - as our starting point.
With model in tow we headed to the Princes Square roof in order to capture the stunning photographs. Using the roof provided a strong setting for the photographer including the Glasgow skyline to remind people that the city, with a key emphasis on Prince Square, is the place for fashion outside of London.
Coverage in mainstream business media and trade publications complemented the profile achieved in the fashion media and the imagery created played a part in the centre’s rolling social media communications.