CELC works with UNIQLO on the Japanese superbrand’s 100% Linen merchandising campaign. When shoppers entered the Paris flagship store in the Marais district they walked through a spectacular installation.
With a huge panoramic photo of a flax field – customised by internationally renown artist Aurélie Mathigot – combined with an aerial structure printed with words that are keys to the qualities of linen, the tone was set.
A collaboration that also includes a tour of Europe to train UNIQLO’s sales teams – in France, Spain, Germany, the UK, Sweden, Denmark and Belgium – and extends to Japan and Australia, with point of sale merchandising tools to present the benefits of European flax fibre.
J’AIME LE LIN in France from March 25 to June 7, I LOVE LINEN in the UK from April 27 to May 26 and AMO IL LINO in Italy from May 2 to 12: for the 4th consecutive year, the LIN Consumer 2019 campaigns are on the sales calendars for major retail chains.
Commercial interactions of national and international scope, commensurate with the degree of involvement of networks – MONOPRIX and its 81 points of sale in France, UNIQLO and its 56 stores in Europe (27 in France, 12 in the UK , nine in Germany, three in Belgium, two in Spain, one in the Netherlands, in Sweden and in Denmark) in Australia and in Japan, or OSKA (13 in Germany, 12 in the UK, six in France, four in the Netherlands, three in Australia, two in Austria and Denmark, one in Italy, Switzerland, Sweden, Spain and Canada) and the ready-to-wear brand ZYGA which has involved its 133 outlets in France – and brands including MAX MARA, C&C MILANO, 120% LINO, TELERIE SPADARIE and more in Italy. By OLIVER SPENCER, BRORA, FINISTERRE, THE WHITE COMPANY, TEIJA, DRAGONS OF WALTON STREET, PETERSHAM NURSERIES, DESIGNERS GUILD, DE LE CUONA and more in the UK.
A campaign that works to the specificities of each participating partner; through the co-production of events; the distribution of thousands of sachets of flax seeds for home growing; the supply of POS tools and window stickers; the design of on- and off-line communication tools; and tailor-made training for head office and sales teams.
Curated by Edwina Ehrman, and held at the Victoria and Albert Museum in South Kensington, Fashion From Nature explored man’s complex relationship with the natural world; both as a source of rich and diverse products from which we can clothe ourselves, and as design inspiration. The key messages of this pivotal exhibition – transparency and sustainability – chimed perfectly with those of CELC and corresponded with the launch of the annual I Love Linen campaign in the UK in 2018. Fashioned from Nature asked what we can learn from the past in order to design a better fashion industry for the future. It challenged designers to create clothes that are both beautiful and responsible, and encourages us all to consider our choices more carefully. Since it closed its doors in January 2019 to a record number of visitors, the exhibition has travelled to Copenhagen and will continue to tour with its timely reminder for us to reconsider the contents of our wardrobes.
With its wide range of quality linen products for the home and wardrobe backed by strong ethics and commitment to sustainable sourcing, John Lewis & Partners was an ideal partner with which to launch the I Love Linen campaign in the UK. Two London flagships –John Lewis Oxford Street and Peter Jones Sloane Square – invited customers to get to know the fabric they already knew they loved. And to try their hands at growing flax, the source of linen, by distributing thousands of free flax seed packets to visitors to the stores.
The story was told inside and out: A window display at Peter Jones articulated the different stages of the transformation from flax to garments and home décor. While Designer Philippe Nigro created a breath-taking installation in the central atrium of the Chelsea store. Twisting and tumbling like streamers, lengths of patterned and plain linen furnishing fabrics by JLP and Designers Guild festooned the huge lightwell of the store, creating enchanting views for shoppers at each level.
Epicenter of the promotional campaign AMO IL LINO 2019; an exhibition sponsored by CELC and organized in collaboration with ELLE DÉCOR in the exclusive location of Palazzo Bovara, was the opportunity to display the linen world, from the fiber to numerous innovative products.
Stylists, architects, designers and linen adherents discovered the great versatility of flax, from yarns to fabrics, from fashion to lifestyle, together with high performance composites, thanks to samples supplied by SMI/Sezione Lino members and European associates.
The quality of the products, their elegant and contemporary aesthetic, the natural origin – sustainable and timeless, were especially appreciated.