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Tous SS10 Press Preview: Alice's Adventures in Wonderland Second press preview event for Tous at their store on Regent St, showcasing the new collection for key London press. Having launched their first UK store twelve months ago, Tous were keen to again engage London's elite fashion press for the preview of the forthcoming collection, re-establishing themselves as a relevant brand. We loved the lesser-developed sinister aspect of the Alice's Adventures in Wonderland tale and played on this for maximum creative effect. Utilising our network of creative artisans we commissioned a specialist joiner to create stunt walls in store and an illustrator to draw freehand raw black and white vintage 6ft Alice in Wonderland inspired graphics. Continuing the surreal theme we also installed a mad hatters tea party in the middle of the store, lavishing the space with vintage crockery – teapots, teacups, saucers from which 100, limited edition, specially commissioned bunnies emerged – all wearing the new collection. Vintage faceless mannequins wore specially designed enlarged bunny ears crafted by an embroidery artist, with beautiful neck ruffles and the new Tous jewels. Pulling the brand into new territory for what can be a relatively formulaic market, the preview was phenomenally well received with Tous requesting that we will reprise the role, presenting the next preview in six months time. Scroll across for images  |
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