BACKGROUND
We re-launched Pringle Scotland into the fashion arena shaking off past associations and positioning it as a credible and desirable luxury fashion brand.
The brand had just been bought by the Fang Brothers, it was desperately confused and in need of a revamp. We worked with the Pringle Scotland design team to create a capsule collection of 5 signature mens lambs wool sweaters (based on original 1980’s designs) and placed them with key press & high-profile celebrities. For women we focused on revamping designs from the brands archive and used international model Julia Stegner to produce supporting images.
The SCPR team were also responsible for introducing the Pringle Scotland team to a highly creative advertising team to develop new campaign photography and positioning. We delivered features in The Telegraph, Vogue, Elle, Sunday Times Style, Arena, FHM, i-D and GQ we also worked with the new advertising images ahead of its launch generating extensive picture placement and features across glossy monthly magazines and national newspapers.
