It wouldn’t be Fashion Week, and especially London Fashion Week, without a few outrageous fashion stunts; Lego teamed up with Central St. Martin’s alum JS Lee, Black Score held a guerilla fashion parade around Somerset House, and British chocolatier Cadbury commissioned upcoming young ethical East London designer Why So Serious to make them a LFW dress from their own iconic purple Dairy Milk bar wrappers. What makes this effort in PR stand out however, is that Cadbury not only wanted to draw attention to their own brand and heritage, but to do so in a manner that would actively promote and raise awareness of new young London fashion talent, and at the best possible place to do this. LFW has after all, always been a platform for nurturing creativity on every level, from the outrageous to the mainstream, London is still the place to be.
Warholian to a great degree, highly wearable and flattering in design, when the finished creation appeared in the courtyard of Somerset House, a literal fashion frenzy ensued as bloggers, press and national TV channels scrambled to shoot the off beat creation and interview the designer and model. CHASSEUR spoke exclusively ahead of the debut to designer Terri-Leigh about the collaboration;
“I was approached as Cadbury were looking for an emerging designer to collaborate with around London Fashion Week to celebrate the colour ‘Cadbury purple’ and also that Cadbury has been going for over 100 years now. As purple hues were on trend for Autumn/Winter 2013 and boxy 6s shapes for spring/summer 2014, I decided to fuse the two into a fun ‘pop art’ statement dress. It took 20 hours to complete all by hand and consists of 1000 miniature Cadbury wrappers and a clutch of 65 real Cadbury chocolates.” while she added,
“I was ecstatic to be working with such a well known and brilliantly strong brand and walking into Somerset house courtyard certainly turned a few heads. We were constantly surrounded by bloggers and media and it really has put me on the map for those that never knew about ‘Why So Serious’. Why so serious is a luxury fashion label based on culture and politics from around the world so it is always nice to have a bit of fun now and again – and what a brilliant brand to do that with! “.