Tattoo Girl for Rated
Creative Director and Content Director
2023 AW London Fashion Week, we took to the streets with a stunt-campaign duo, that involved getting papped and published online.
The goal was to position Rated with credible fashion publications to reflect our aspirational ethos: a fashion platform for small creators to find true success.
A very real feeling that we instilled in our (Rated) logo covered underdog it girl, Chantelle, who was featured in Vogue, Dazed Media, HYPEBEAST, Fashion Street Canada, RUSSH Magazine and many more.
The Process
To pull this off on a next-to-nothing budget, we had to plan every detail meticulously. Firstly we needed our eye-catching big idea, something that would turn heads at Fashion Week in an oversaturated crowd of fashion-centric folk all dressed to impress with the latest designer clothes.
The Big Idea: A Rated Branded Ambush
During the ideation period, we came across Puma’s Linford Christie 1996 ambush campaign. We needed a modern take on this strategy - bigger, bolder and GenZ-centric. Inspired by John Yuyi's fake tattoo artwork, we had a solid basis for a visual approach.
Art Direction
Casting was considered on 3 elements: a micro-influencer to uphold Rated's underdog values, an attitude that screams fashion week, and someone comfortable showing off a lot of skin... introducing Chantelle.
Execution Strategy
For a successful execution, we needed to know where the paps were and to ensure we got their attention as they're mainly only on the lookout for celebs and recognised influencers.
Location and timing: We hired a make up artist for the tattoo application and booked a hotel near Selfridge's New Gen Space - one of the two main London Fashion Week locations. We timed our big reveal just before the Chet Lo show, a brand that has garnered huge waves of industry interest from their innovative designs and celebrity endorsements.
Guaranteed success: The concept was magazine-worthy and to be certain that we attract the paparazzi's attention, I dressed up as one of them. Professionally styled and equipped with a Canon EOS 5D, the look was legit. I would get the ball rolling by taking images of Chantelle.
This immediately captured the interest of anyone with a camera. Initially with a few photographers getting in on the action, to crowds of them quickly flocking to Chantelle.
