Lifeshare ••• Clothes Are Not A Luxury For Some

OOH / Press / Digital / Social / Stunt

On December 7th, Chanel’s annual Metiers D’Art show filled the streets of Manchester’s Northern Quarter. It was the first time the fashion powerhouse had held a show like this in the city, and it created quite a buzz. In fact, it got the team at Meanwhile thinking… not about haute couture, but instead, the homeless crisis across the city. At least 1 in 74 people are homeless in Manchester — that’s 7,400 people sleeping rough. And for them, clothes aren’t a luxury, they’re a necessity. Just a 5-minute walk from Chanel’s fashion show are the offices of Manchester’s oldest homeless charity, Lifeshare. We reached out to them with an idea for a new campaign: to create a different kind of collection dedicated to tackling clothing poverty. The A/W23 Collection by Lifeshare, launched by Maxine Peake on BBC Breakfast the morning of 7th December, encouraged people to donate their own clothes to help keep the most vulnerable warm this winter. This tactical and disruptive campaign, shot by RANKIN, gave street fashion a whole new meaning at a time when the world (and the wealthiest in it) were watching. Watch the case study to see how we did it…