Coat Paint Brand Launches 'Carry Your Coat' Fashion Week Campaign with Recyclable Tin Handbags
By
Abbey Bamford
Plain bagel done well. Pleasantly substantive.
Summary
Coat, a UK B Corp-certified paint brand, collaborated with Allies Studio to launch 'Carry Your Coat' - a guerrilla marketing campaign during London Fashion Week where models carried the brand's recyclable paint tins as handbags. The campaign aimed to position the paint tins as fashionable accessories and create buzz around the brand's sustainability credentials.
Key quotes
· 3 pulledQueues and streets, not catwalks, are where the real spectacle happened at this year's London Fashion Week
The accessory wasn't a design mishap, but a deliberate stunt by Coat, the UK's first and only B Corp-certified, Climate-Positive paint brand
Working with Belfast agency Allies Studio, the company launched Carry Your Coat, a live campaign that reimagined its recyclable tins as handbags
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