Insight
Karen Millen, traditionally known as a premium high-street brand, aimed to elevate its image and position itself closer to the luxury fashion market.
The goal was to present the AW23 collection in a way that embodies sophistication and exclusivity, appealing to consumers who seek high-end style without the full luxury price tag.
Idea
Align Karen Millen with the luxury fashion space by showcasing the AW23 collection in an aspirational, exclusive setting.
The use of a private jet and airport location subtly associates the brand with wealth, elegance and global travel—qualities often linked to luxury fashion.
Execution
The content series was filmed at a private airport in West London, featuring a model wearing the AW23 collection of dresses, skirts and coats beside and inside a private jet.
Cinematic shots highlight the rich textures and tailored designs, with the aircraft setting adding a sense of exclusivity and ambition. Sleek editing, sophisticated styling and a polished visual tone position Karen Millen as a brand that embodies accessible luxury, bridging the gap between high-street fashion and high-end appeal.