'Country meets the city' was the brief for this window and in-store takeover to launch Barbour’s ‘The Edit, by Alexa Chung’.
Lucky Fox rolled out the scheme, featuring campaign imagery from eminent British fashion photographer Tim Walker, across seven of the brand’s flagship stores alongside a window and in-store takeover at Liberty.
In-store at Liberty, a pop-up installation continues the customer journey with self-contained meadows made from dried and silk flowers, creating a lush vista. Bespoke rails to showcase the AW24 collection and purchase points and changing rooms wrapped in campaign imagery complete the scheme.
Lucky Fox handled all logistics and project management for the windows and in-store rail rollouts, installed across seven of the brand’s flagship stores along with the Liberty takeover.
‘The Edit, by Alexa Chung’ marks Chung’s fifth collaboration with Barbour and is said to be one of her most personal collections to date. The range updates classic wax and quilts into a trove of modern wardrobe-essentials. Harleys of Scotland craft knitwear and Wellington boots are also featured in the collection.
Alexa Chung says: “ I am so pleased to be exploring a new chapter with Barbour. Designing this collection was a total joy. My intention was to create something immediate that reflects my wardrobe, interests and style at this moment while staying true to the brand’s epic heritage.”