Mallet London : TFL
Mallet London and TFL provided the opportunity to combine the nostalgia of London travel and it's iconic carriage design language with the designs of a contemporary luxury streetwear product.
2022
CREATIVE PRODUCTION VIDEO PHOTOGRAPHY STYLING DESIGN
PURPOSE
Our ambition for this campaign was to identify the nuances between the heritage and nostalgia of the TFL brand, Mallet London's contemporary streetwear identity and compliment these elements of style and design. We worked alongside TFL to hero certain textures and patterns to compliment the stripped back and clean aesthetic of the Mallet silhouette.
Our approach was to create a lookbook style launch, showcasing the limited product through a cinematic approach.
IDEA.
With our mission to engage the TFL heritage and the Mallet London silhouette, we took the White & Black colourways and specifically worked with different carriages and lighting to unify these styles. The white silhouette was inspired by the overground sections during the day as you exit a tunnel and your eyes adjust to the impact of daylight into the carriage. The black silhouette was inspired by the night tube, underground as the power sometimes cuts out and the tunnel services lights send shards of light into the carriage. These juxtaposing aesthetics really gave the piece contrast and signified to the two colourways to the consumer.
