Distill

BRIEF

To promote creatives in the fashion and design industries and bring their work to a wider international audience.

RESPONSE

We launched Distill – a paper and digital digest of the best fashion and style magazine features from around the globe, in response to an industry need to promote the people behind some of the world’s most creative editorial content. We gave this bi-annual initiative the required industry weight by forming an Editorial selection board made up of some of the greatest talents in fashion and design.

The team, which included Matthew Williamson, Stefano Pilati, Giles Deacon, Stefano Gabbana, John Galliano, Donatella Versace, Tom Dixon, Bharat Sikka and Deyan Sudjic were shown a wide selection of work drawn from 45 countries and invited to comment and critique with a view to ultimately raising the creative bar.

The initiative was promoted through luxury brand collaboration and an online advertising campaign. The response from the international fashion and style industry was overwhelming and resulted in our launch of one of the first-ever magazine apps. Achieving record downloads, the app superseded US GQ which launched the same week.

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