Iconic British fashion designer, Charlie Casely-Hayford, has teamed up with Samsung UK to create a series of limited-edition garments to celebrate the launch of its new modular and customisable Bespoke Refrigerator range. The launch campaign was devised by creative agency Ketchum.
Available in 14 colours, and with a playful ability to combine duality with personalisation, the launch of the new Bespoke Refrigerator range was the inspiration for Charlie’s fashion brand Casely-Hayford’s new collection – fusing sleek design with boxed edges to create a selection of limited-edition, premium, ready-to-wear items.
Casely-Hayford is best known for his bespoke tailoring, along with a style aesthetic that embodies duality and authenticity; but the beauty of this partnership is the focus on personalisation. Following a recent survey, with 40% of people still claiming that the way they dress is very or extremely important to their identity*, Charlie’s vision is to create designs that will look and feel more personalised to each customer, with options to wear standalone pieces or create more bespoke outfits through innovative detailing that allows for more modular design options.
Commenting on the launch of the new Bespoke fashion collection, Charlie said: “Modularity is something I’m hugely passionate about. My vision is to design clothing that allows people to build a wardrobe that’s fit for the future, through pieces that can be styled in different ways to create fresh looks every time. Bespoke fashion is my passion and partnering with Samsung on this collection has allowed me to explore new concepts and colour combinations, whilst staying true to my design aesthetic. I’m excited to see these hybrid designs come to life in an innovative way; it also proves that inspiration can literally come from anywhere”.
Commenting on the partnership, Dan Harvie, Vice President, Head of Home Appliances, Samsung Electronics UK Ltd. said: “Charlie and the Casely-Hayford team were the ideal partners to help us launch our new Samsung Bespoke Refrigerator range. It might sound unusual to pair fridges and fashion together, but Charlie’s Bespoke-inspired collection perfectly encapsulates our vision of combining elegance, multi-functionality and modularity in our products. In doing so, his collection demonstrates beautifully how a modular, customisable style aesthetic is as desirable in the world of fashion as it is in the kitchen.”
Commenting on the campaign, Indy Selvarajah, ECD, Ketchum, said: “To work on a world class tech brand is great. Then to add in an iconic British fashion brand to the mix we knew we were onto something really interesting. Who knew fridges and fashion could go hand in hand!”
Charlie has created a unique 3-piece modular collection with detachable and reversible elements to inspire multiple complementary looks. Using a sophisticated colour palette, perfectly paired with the tones and modularity of Samsung’s Bespoke Refrigerator panels, Charlie infuses his modern design ethos with Samsung’s innovative styling to create a set of highly customisable and unique garments. A recent survey** noted that “people are looking to invest in essential workwear pieces, which they can wear comfortably while also looking and feeling good”, reflecting Charlie’s design concept of being relaxed yet fashionable. Each piece has its own multi-use detailing, making it easy to match the personal styles of every individual.