Lifeshare - An Alternative A/W Collection

In December 2023, Manchester played host to Chanel’s Metiers D’Art Show. The world watched. The rich and famous flew in. 

But with 15% of people in Manchester living in poverty, some in the city can’t afford to buy clothes, let alone high fashion. 

We worked with Lifeshare, Manchester’s oldest homelessness charity, to launch an A/W collection that didn’t cost thousands – but helped thousands. 

By cleverly hijacking the attention on the show with a media campaign to launch a donation drive for Lifeshare, we generated a 60% increase in donations in the three weeks after launch.