Liam Gallagher, Oasis frontman, is leading a major Out of Home (OOH) campaign for a British outdoor clothing brand.
- The campaign, titled ‘Icons’, highlights the relationship between Gallagher and the brand, known for its iconic 90s jackets.
- Photographer Alasdair Mclellan captures Gallagher in the classic Trango Jacket, linking the campaign with the brand’s heritage.
- The campaign is visible in key locations across Manchester and London, featuring murals and large-format displays.
- The ‘Icons’ initiative builds on the brand’s earlier autumn collection launch, reinforcing its role in urban fashion.
In a bold move, Liam Gallagher has become the face of a significant Out of Home campaign for a renowned British outdoor wear company. This campaign, dubbed ‘Icons’, marks an ambitious effort to blend past and present fashion influences. Gallagher, closely associated with the brand since the 1990s, dons the reissued Trango Jacket, initially created in Newcastle in 1986. This fusion of historical and modern styles aims to strengthen the brand’s influence in today’s dynamic fashion realm.
Renowned British photographer Alasdair McLellan lends his creative vision to the campaign, featuring Gallagher amidst prominent urban backdrops in Manchester and London. The imagery not only underlines the brand’s historical ties but also commemorates Gallagher’s anticipated return to the music scene with Oasis in 2025. By leveraging Gallagher’s iconic status, the campaign seeks to merge cultural heritage with contemporary fashion sensibilities.
The ‘Icons’ initiative takes over select premium locations in urban centers, most notably Manchester’s Northern Quarter and London’s Brick Lane. These areas witness stunning murals and expansive displays that command attention from city dwellers and visitors alike. The strategic positioning of these visuals in high-traffic spots ensures maximum visibility and impact, cementing the brand’s message in the public consciousness.
This new project strengthens the earlier launch of the brand’s Autumn/Winter collection, unveiled under the ‘Cold Studies’ banner, showcasing a range of versatile, weather-resistant jackets. These garments cater to both practical and aesthetic needs, designed to seamlessly navigate the whims of British weather. The campaign’s flyposting technique in bustling areas enhances brand outreach, capturing the interest of commuters and urban explorers at locations like London’s Waterloo station.
Saeeda Seddon, a senior account manager at GroupM UK, explains the synergy between outdoor fashion and outdoor advertising, highlighting how the campaign captures the essence of both. Utilizing proprietary data, the campaign targets specific demographics by meticulously selecting optimal displays that resonate with city audiences. Dan Cunningham, head of marketing, notes the cultural significance of murals in urban spaces, describing them as temporary art forms that actively engage communities.
The ‘Icons’ campaign effectively intertwines British cultural history with modern city life, enhancing the brand’s presence in the urban fashion landscape.
