The premium beer brand 1664 Blanc has given its bottles a high-fashion makeover for London Fashion Week (LFW).

The creative campaign, which supports the beer’s role as the principal partner of LFW,  combines beer with fashion, cultivating the brand’s position in the luxury lifestyle sphere.

Fold7 created the campaign, which will run from the start of LFW up until the 30th of March.

Comprised of three key, fashion-inspired visuals  the campaign not only solidifies the brand’s place alongside luxury fashion, but also packages the product itself as a luxurious and stylish beer.

The iconic 1664 Blanc bottle are made of blue puffer coat material in one version and  made from intricately woven material tapering off into blue tassels in another. A third image utilised negative space, with the imprint of the blue bottle in makeup powder.

This is the second year that 1664 Blanc has been at LFW. Together with the British Fashion Council (BFC), the brand is committed to bringing LFW to new audiences. As such, it has had a strong presence at key events in London this season.

Extending its reach beyond the capital, the campaign is running in key cities including: Manchester, Edinburgh, Birmingham, and Bristol, through digital 6-sheet placements.

Rebecca Allen, Senior Brand Manager at 1664 Blanc, explained: “We are the drink of Fashion Week events in London and Copenhagen, so we already have currency on the catwalk. With Fold7’s campaign we are embracing the world of fashion, placing ourselves squarely in it – with the iconic blue bottle front and centre.”

1664 Blanc’s innovative creative succinctly captures its partnership with LFW. By placing the beer alongside the luxury world of high-fashion, the campaign strengthens the brand’s association with premium lifestyle brands.