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Fashion Marketing

Matches Fashion launches first brand campaign starring supermodel Christy Turlington

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By Imogen Watson, Senior reporter

September 16, 2019 | 2 min read

London-based luxury fashion retailer Matches Fashion is flexing its storytelling capabilities, launching its first-ever brand campaign - 'Stories of Imagination' - that stars model darling Christy Turlington Burns and Moonlight actor Ashton Sanders.

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Matches Fashion launches its first-ever brand campaign

Built on the insight that storytelling increases the chances of purchase by 50%, the campaign amalgamates content, commerce and community by exploring broader cultures of fashion, lifestyle, home and travel.

The 'Stories of Imagination' campaign will launch films that see Turlington Burns and Sanders interviewed by Vogue fashion editor Lynn Yaeger and Ralph Lauren creative producer Yale Brelin. Chosen as exemplifying innovation and creativity, the films explore both Turlington Burns' and Sanders' respective career paths.

Shot by the photographer Chloe Le Drezen, the campaign eschews traditional print advertising placement and will appear in London, New York and Los Angeles.

It will be supported globally via Matches Fashion physical activations at Frieze, Il Pellicano Hotels, and a program of events at 5 Carlos Place.

The films will be shown in independent cinemas, including Curzon, Electric and Everyman Cinema.

On its first-ever brand campaign, Matches Fashion's chief brand officer Jess Christie said: "Our brand campaign reflects our unique position and point of view connecting commerce and content. 'Stories of Imagination' will develop customer engagement globally and will be amplified both physically and digitally.

"We have been creating narratives for over thirty years and the campaign is borne out of this desire to inspire our audience and create new connections and we look forward to continuing the conversation."

Stories of Imagination

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