Taking Wear It Your Way from lookbook to London streets

Lyle & Scott wanted to launch their Wear It Your Way campaign in a way that cut through the noise of traditional fashion advertising.

The campaign celebrated twelve emerging UK artists, and the aim was to connect with a new, style-conscious audience across major UK cities — an audience that is well practised at ignoring fashion advertising in its usual formats.

We delivered a fleet of premium wrapped London taxis carrying the campaign creative.

A vehicle works differently from a poster for this kind of idea: the artwork arrives in the middle of the street rather than waiting at the edge of it, and it keeps turning up in different parts of the city through the day.

The taxis provided constant movement through high-footfall, high-traffic areas including Oxford Circus.

The taxi activity ran as part of a wider out-of-home campaign that also included large-format digital sites in Liverpool and London.

The campaign brought Lyle & Scott’s creative vision from lookbook to the streets, amplifying its message of individuality and self-expression.

Putting artist-led creative on a vehicle that is itself a piece of London gave the work cultural relevance in some of the country’s busiest environments.

Campaign scale and mechanics above are as delivered. We do not publish audience or performance figures without a stated source and methodology.