1664 Blanc launched a brand new marketing campaign for London Style Week (LFW) 2025, which appears to be like to redefine the connection between beer and style.

Partnering with Fold7 for a second consecutive 12 months, the premium beer model is hoping to solidify its presence within the high-fashion area by reworking its iconic blue bottle right into a hanging collection of luxury-inspired visuals.

As a principal accomplice of LFW, 1664 Blanc continues to increase its footprint within the style world, embracing a playful but refined aesthetic that challenges conventional beer advertising and marketing. The marketing campaign’s inventive executions showcase the blue bottle as a luxurious style object – reimagined as a designer puffer jacket, a finely woven textile, and an explosion of make-up powder imprinted with its silhouette.

This newest marketing campaign evolves 1664 Blanc’s rising relationship with the style trade, constructing on final 12 months’s profitable ‘Bottle as Artwork’ marketing campaign. The 2025 iteration leans additional into the world of couture, reinforcing the model’s credibility inside the area whereas sustaining its uniquely Parisian sense of fashion.

“1664 Blanc has been pushing outdoors of beer class norms for a couple of years now,” says Fold7 technique director Mike Waters. He provides: “Blanc’s viewers is cosmopolitan, with a pure affinity to the style world.

“Within the second 12 months of our collaboration with LFW, the model is now a recognised accomplice, permitting us to play extra straight into the style area with our executions.”

One of many marketing campaign’s standout parts is the visible transformation of the blue bottle into luxurious style objects. This inventive leap was developed in collaboration with the famend manufacturing studio Man vs. Machine, recognized for its cutting-edge digital craftsmanship.

“We have recognized from the beginning that we needed the work to face out as being confidently its personal factor – a creation, not a duplicate or pastiche,” says Fold7 inventive director John Yorke. “The unique set of property used Superb Artwork as their inspiration, creating sculptural, digital objects with paint, however this 12 months, we determined to lean totally into the world of style whereas sustaining a powerful creative aesthetic.”

The ensuing visuals are strikingly elegant but disruptive, reflecting the identical steadiness of playfulness and luxurious present in high-end style homes.

Historically, beer and style have occupied separate cultural areas, however shifting client tastes have created new alternatives for crossover. Right this moment’s audiences are searching for fashionable, aesthetically pushed consuming experiences, making 1664 Blanc’s transfer into style really feel not solely pure however inevitable.

Waters explains how their analysis revealed that buyers did not need “the identical previous (apparent) beer” and that individuals are on the lookout for drinks which might be fashionable, completely different, and on-trend. “With its distinctive blue bottle and refined model identification, Blanc was already a pure match for aesthetically conscious, refined drinkers. Style felt like the right entry level,” he says.

The marketing campaign would not simply goal the high-fashion elite however goals to intrigue a wider trend-conscious viewers – those that observe Style Week from the sidelines, utilizing it as a information for what’s en vogue.

“Whereas this marketing campaign strengthens our reference to the style neighborhood, it is also about sparking curiosity amongst those that look to LFW for fashion inspiration,” provides Waters. “Style Week has an enormous cultural cut-through, and we’re tapping into that affect.”

Style is inherently fast-moving, with developments evolving every season. To stay related past this marketing campaign, 1664 Blanc has developed a inventive framework that enables for evolution whereas staying true to its model essence.

Yorke says: “The beauty of this marketing campaign is that it has a construction, however one that enables nice freedom.

“There are limitless prospects when our foremost remit is to be distinctive and fascinating—particularly with 1664 Blanc’s iconic blue bottle as our inventive basis.”

As 1664 Blanc goals to carve out a singular place within the beer trade, this marketing campaign represents not only a advertising and marketing initiative however a long-term strategic shift in the direction of life-style and cultural branding.

“The partnership has helped open up a brand new viewers and event for the beer class – one solely Blanc might really entry,” says Waters. “It has been an unbelievable platform for introducing the model to the UK and reinforcing that it is one thing very completely different out of your regular world lager.”

With its suave marketing campaign execution, strategic style alignment, and skill to have interaction a style-conscious viewers, 1664 Blanc is proving that beer can do greater than sit on the bar—it may stroll the runway, too.