Driving brand reappraisal through supporting British design

It’s London Fashion Week again and we thought we should celebrate the ten-year anniversary of the great collaboration between DFS and leading British designer, Giles Deacon, brought to life at London Fashion Week 2013 in a joint show. We partnered Giles and DFS to help fulfill DFS’ vision of bringing design lead, comfortable, affordable sofas to everyone.

The Headscratcher

How do you make a sofa company, famous for its long term commitment to value and comfort, equally famous for its commitment to British Design?

The Big Positive Impact

We partnered one of Britain’s leading designers, Giles Deacon, with DFS to announce the launch of DFS Design Foundation, designed to support young British designers as they begin their commercial careers, by providing a cash bursary and training with Giles and DFS.

We launched the DFS Design Foundation at London Fashion Week with a joint show, showing Giles’ latest range and his Ltd edition DFS lip gloss sofa, followed by an onstage interview explaining the role of the DFS Design Foundation and DFS’ commitment to design.

The campaign used London Fashion Week to take DFS to a different audience, demonstrate a genuine commitment to developing British design and keep DFS top of mind in a traditionally quieter time of year for them.

The Headlines

National coverage, including the cover of the Telegraph magazine, leading on DFS’s commitment to design, a sold out joint show between Giles Deacon and DFS at London Fashion Week, huge demand for the Giles Deacon Ltd range sofa and a wave of applicants for the DFS Design Foundation bursary.

Contact Camilla Moran, Head of Account Management

If you’d like to know more about how collaborations can drive brand reappraisal, speak to Camilla Moran.

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