Dust devised and negotiated a London Fashion Week social media takeover between cult vintage retailer, Rokit, and Vogue Contributing Fashion Editor, Bay Garnett. As the most influential editor synonymous with vintage, Garnett was a natural fit to take over Rokit’s Instagram and Twitter accounts. The activity elevated the retailer to the heart of fashion week conversation and reinforced its position as London’s premier vintage destination.
Documenting a ‘day in the life of a Vogue Editor at LFW’, the takeover gave Rokit access to the Preen, Simone Rochas, Temperley London, Topshop Unique, Margaret Howell and Stephen Jones shows. Through the agency’s high net worth network, Dust secured an iconic 1967 Shelby Mustang, which was stylishly branded and used to transport Garnett - doubling as an ‘on the move’ changing room for several vintage outfit changes. Content captured was used throughout Rokit’s digital and social media channels, as well posted by Garnett herself, who was also joined for the last leg of the journey by Jasmine Guinness. Garnett declared it was the most fun LFW she’d ever experienced.
Events + Activations
Digital + Social Media
The takeover was highly successful in creating visibility for Rokit, as a vintage retailer, at a time when industry and consumers are usually focused on the latest contemporary fashion. The content created in partnership with Bay Garnett reached a total of 17.1k unique accounts and 185.2k impressions across Instagram and Twitter.