By Melody Korongwe
1664 Blanc is making waves at London Fashion Week (LFW) 2025 with its latest campaign, demonstrating that beer and high fashion can coexist.
Through a visually striking and artistically driven marketing approach, the premium beer brand is breaking traditional industry norms and carving out a presence in the fashion world.
Building on the success of last year’s “Bottle as Art” campaign, 1664 Blanc has once again partnered with creative agency Fold7 to elevate its luxury positioning.
This year’s campaign transforms its iconic blue bottle into high fashion objects, blurring the line between beer branding and couture aesthetics.
The visuals include interpretations of the bottle as a designer puffer jacket, a finely woven textile, and an explosion of makeup powder, reinforcing its credibility in the space.
1664 Blanc’s move into fashion is a strategic effort to appeal to modern and style-conscious consumers.
“1664 Blanc has been pushing outside of beer category norms for a few years now,” said Mike Waters, strategy director at Fold7.
“Blanc’s audience is cosmopolitan, with a natural affinity to the fashion world.”
This campaign solidifies the brand’s position as a recognized LFW partner, allowing for deeper engagement with the industry.
The creative execution was developed in collaboration with Man vs. Machine, a production studio known for cutting edge digital craftsmanship.
John Yorke, creative director at Fold7, explained:
“We’ve known from the start that we wanted the work to stand out as being confidently its own thing, a creation, not a copy or pastiche.”
By fully immersing itself in the fashion world while maintaining an artistic aesthetic, the brand achieves a balance of playfulness and luxury, akin to top tier fashion houses.
Traditionally, beer and fashion have been distinct cultural spheres, but evolving consumer preferences are creating new crossover opportunities.
Waters notes that their research showed consumers are looking for “modern, different, and on trend” drinks. With its sleek blue bottle and refined identity, 1664 Blanc was a natural fit for aesthetically driven, sophisticated drinkers. “Fashion felt like the perfect entry point,” he said.
This campaign is not just for high fashion elites but aims to attract a wider, trend conscious audience, those who follow Fashion Week as a cultural touchstone.
“While this campaign strengthens our connection with the fashion community, it is also about sparking interest among those who look to LFW for style inspiration,” Waters added.
Fashion trends are constantly evolving, requiring brands to remain relevant and adaptable.
To sustain momentum, 1664 Blanc has designed a flexible creative framework that allows for continuous evolution while staying true to its essence.
“The great thing about this campaign is that it has a structure, but one that allows great freedom,” said Yorke.
“There are endless possibilities when our main remit is to be distinctive and engaging, especially with 1664 Blanc’s iconic blue bottle as our creative foundation.”
More than just a marketing stunt, 1664 Blanc’s foray into fashion signals a strategic shift toward lifestyle and cultural branding.
Waters highlighted the significance of this transformation: “The partnership has helped open up a new audience and occasion for the beer category, one only Blanc could truly access.”
With its bold creative execution, fashion forward approach, and ability to engage style conscious consumers, 1664 Blanc is proving that beer is not just for the bar, it can own the runway too.
Melody Korongwe is a driven and ambitious journalist with a strong passion for storytelling. Holding a Bachelor’s Degree in Journalism, Media, and Broadcasting from the University of Zimbabwe, she possesses a solid foundation in newswriting and media principles. With a keen interest in contributing to the media industry, Melody is dedicated to leveraging her writing skills to produce high-quality content. She can be reached at melodykorongwe4@gmail.com or +263 786 640 520
