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It's a London thing... Celebrating what makes the city a fashion capital

With London Fashion Week 2017 in full swing, we've delved back into the Cannes Lions Archive to find four campaigns that sum up exactly what make the city such a fashion magnet.

created on Friday 15 Sep 2017

The iconic area

There’s a magic to Soho. It’s packed with boutiques and big labels,  and this week will be filled with the great and good of the fashion world as they hunt out the next trends. This spirit of independent creativity was perfectly captured in 2016 when BBH created ‘Ode to Soho’ for the British Fashion Council. Slam Poetry Champion Harry Baker crafted an original piece of spoken word to remind Soho residents of the area’s originality, and to show first-time visitors what makes this such a unique square mile. The resulting film earned a Bronze Lion.

The heritage brand

Burberry remains one of Britain’s iconic heritage brands – as rooted in culture and tradition as it is forward looking. This year, the brand embraced its history with a Hollywood film trailer that portrayed dramatic moments from the life of a famous British inventor Thomas Burberry. Based on the true life story of this historic Briton, the pace and glamour of the production lets audiences glimpse the influence he had on exploration, war, and British society, leaving them hoping to see the full film.

The shopping mecca

Harvey Nichols might have been providing London with high-end fashion since 1831, but there’s nothing backwards about its marketing. We could have chosen hundreds of Lion-winning campaigns - from 2012’s ‘Walk of Shame’ to 2014’s ‘Sorry I Spent it on Myself’ - to pay homage to the shop, but instead picked the Grand Prix winning ‘Shoplifters’ by Adam&EveDDB. To an instrumental grime soundtrack the film shows real-life shoplifters at the store in an effort to promote the brand’s luxury loyalty scheme. Co-opting ideas from the streets to sell upscale goods – could there be anything more fashion?

The next big thing

2017 is the year fashion went street: from Supreme’s sold-old collab with Louis Vuitton and Nike’s custom Comme des Garçons trainers on the runway, to the whole Vetements ‘thing,’ streetwear was everywhere this year. So no round-up of London’s culture legacy would be complete without a bit of skate-inspired fashion. We’ve picked Palace’s ad featuring Hollywood funny man Jonah Hill, as it perfectly captures the idiosyncratic and self-mocking style that’s taken the brand from cult skater label to go-to choice of hip-hop stars and fashionistas alike.