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Clearpay and Cult launch London Fashion Week campaign

by Luke McQuillan

September 21, 2021

Clearpay, the official sponsor of London Fashion Week, and creative agency Cult have launched an innovative and interactive Clearpay Collective campaign for the 2021 event.

The Clearpay Collective #ClearlyIAmFashion campaign created by Cult is spearheaded by bespoke TikTok content, including three interviews each with two of London Fashion week’s leading up-and-coming designers, KNWLS and Halpern. The Cult team has also coordinated a TikTok competition to give viewers the chance to attend Fashion Week, and has commissioned a series of TikTok collaborators to create content for the dedicated campaign channel.

Cult’s work for Clearpay spans Creative Direction, Talent Management, Content Creation, and Content Strategy.

Clearpay became a sponsor of Fashion Week in February 2021, underlining its mission to support the UK fashion industry and making it accessible to all.

Becca Saraga, Director of Marketing at Clearpay UK, says: “Working with the Clearpay Collective has been an absolute joy. Our involvement in supporting both KWNLS and Halpern to amplify their creativity has also made it so worthwhile. Greater accessibility for fashion consumers is at the heart of our values. Unlocking purchasing power and giving access to the shows is everything we are about.”

Emma Greenaway, Head of EU Accounts at Cult, comments: “Showcasing up-and-coming talent at London Fashion Week has always been treated as an exclusive and guarded secret within the industry. That’s something that feels completely outdated and inauthentic in 2021. The accessibility Clearpay provides for consumers is twofold. First is making the shows available to watch wherever you are. Second is enabling the public to get access to the clothes being showcased during London Fashion Week. This is close to the hearts of the designers who eschew fast fashion for style and empowering the public".

Adam Conley, Senior Art Director at Cult adds, "London Fashion Week has always been about showcasing great British fashion, so we've worked with Clearpay to ensure we are making this accessible for all. TikTok is the ideal platform and content style to showcase live moments and inspire trends - and this neatly played into our goals with the campaign for #ClearlyIAmFashion."


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