I was creative lead on this second half of this project at Drum.

We wanted customers to see Tu’s clothes for what they are, elegant and well designed, without the association as a supermarket brand. The creative team came up with the idea to ‘Lose the Labels’ in a secret pop-up store.

In collaboration with Elle we created a high fashion concept pop-up store with a ‘mystery brand’. Going live without labels on the collection, the store challenged shoppers to judge the stunning pieces on display on style and quality alone - without the hang-ups that might make some pass over a clothing label like Tu.