Primark

The problem:

78% of people believe you get what you pay for when it comes to fashion, which makes dressing stylishly feel like an unaffordable luxury.

So, luxury high-street fashion label Kim Parr set out to change perceptions with their latest collection. At least, that’s what the public thought they were attending. In reality, they stepped inside an immersive theare experience, and a live social experiment…

The answer:

The plot twist? Kim Parr, was Primark all along.

We spent months making the Kim Parr label feel as real as possible. Branding, online presence, marketing, the founder, and we even casted actors to play members of Kim Parr’s buying and design team. All 100% fake?

But the design process, quality and the clothes people could see and touch was all 100% Primark. Even Kim Parr’s back story was based off Primark’s real history, making the reveal even sweeter.