UNIVERSITY PROJECT
My final major campaign is promoting an alpaca clothing extension line for the John Lewis inhouse brand ‘John Lewis & Partners’. The Alpaca extension line is celebrating the natural fibre’s qualities, being regarded as the finest and softest wool. It offers consumers a more considered option which aligns with the consumer trend that is shifting towards rejecting fast fashion and synthetic fibres in favour of natural fibre, which does not come at the expense of our environment.
The carefully thought through approach on timeless fashion aims to change the relationship society has with clothing and to make consumer realise that buying a good quality product is more valuable and will last longer. Alpaca fibre is due to its thermal properties, fineness, softness and durability catering for these needs. The campaign is promoting the perks of an alpaca wool item, and that with proper care an alpaca garment can be worn a lifetime.
The range will be offered in a variety of natural alpaca tones - not being dyed and therefore being biodegradable and completely unique in colour. The understated level of finesse of this humble material brings the subtlety of a simple, beautiful and natural clothing item that stands for quality over quantity.
With forward technology such as smart tags, immersive user experiences and live streams, consumers will be able to follow the alpaca family that was shorn for their clothing item and get to know more about alpacas and their low environmental impact. This transparency and traceability aligns with John Lewis & Partners’ ethos of making a difference, being committed and knowledgeable about their business and sharing the love for the products they sell.
