This U.K. Retailer’s Furniture Is So Stylish, You Just Might Want to Wear It

Chic. Spellbinding. Evocative. Striking. One could be talking about the newest designer to grace New York Fashion Week, or they could be referring to a particularly fetching lounge patio set. That’s the thing about living fashionably. It extends beyond clothing. Your home is also a major extension of who you are and should reflect your personality. If you tend to live boldly, then your furniture should get in on the fun, too. When the U.K.-based retailer Argos paired with digital agency The&Partnership for their Spring/Summer 2019 home furniture collection, they created a campaign aimed towards the fashion-forward consumer who strives to make their living space as Instagrammable as their outfit of the day. “So Stylish You Can Wear It” is a 60-second campaign-turned-fashion show that features some of the brand’s home furnishings styled into elaborate, cutting edge costumes fit for any runway. [kickout id="1"] From a small herd of lampshade-donning fashionistas to models kicking down the walls of poor taste in their summer dresses made of flatware, the parody features home decor literally taking on a life of its own. While there is a definite undercurrent of humor and fun throughout the ad spot, a great deal of thought went into the costuming, which turned bed sets into cocktail couture that could very easily find a home on fashion’s most prestigious catwalks. “With the cushions, it was about creating the best silhouette, in the most pleasing colorways, but with the bigger pieces such as the tables, chairs and lampshades it was about designing complementary outfits that did not detract from the product but created a complete catwalk look,” explained costume designer Verity Hawkes. Marrying daring fashion with a subject that is often muted by domesticity, like furniture, brings an element of youthful fun to a section of consumerism that feels targeted mainly towards older audiences. The end results, however, is cross-generational. It looks like more and more brands are catching on to the power of social media-driven content—Instagram, primarily—and realizing that “aesthetic” is a little more than a millennial buzzword, but a concept that packs a lot of buying power. “So Stylish You Can Wear It” is currently running on ITV in the U.K. and on digital platforms ... and might be on Anna Wintour's shopping list for future Met Gala ideas. CREDITS: Client: Argos Agency: The&Partnership London CEO: Sarah Golding ECD: Yan Elliott & Micky Tudor Creative Director: Danny Hunt Creatives: Alice Burton, Carl Storey Head of Planning: Rebecca Munds Senior Planner: Claire Carmichael Executive Producer: Andy Roberts Producer: Hannah Greene Business Director: Gary Simmons Account Director: Oliver May Senior Account Manager: Imogen Blackburne Account Manager: Hannah Gray Media Agency: Omnicom Media Group’s PHD Business Director: Jess Treasure Production Company: Stink Films Director: TRAKTOR (Patrik von Krusenstjerna) Production company producer: Nick Landon Director of Photography: Franz Lustig Costume Designer: Verity Hawkes Production Designer: Nick Foley Oates Editing: Final Cut Editor: Ed Cheeseman Audio post-production: Grand Central Sound Engineer: Munzie Thind VFX/Post Production: MPC Producer: Phil Whalley VFX supervisor: Bevis Jones Colorist: Jean-Clement Soret

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This U.K. Retailer’s Furniture Is So Stylish, You Just Might Want to Wear It

Argos and The&Partnership stretch fashion reality

Shannon Miller

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Shannon Miller