With Sarah Ferrugia & Co, Burge & Prucha came up with a concept to showcase the individuality of the King's Road as an iconic place of expression. In an increasingly homogenised high street landscape, the King’s Road has managed to retain it’s unique and exciting personality giving shoppers a fantastic choice of fashion from boutiques to big brands to designer charity shops. This is a reflection of its rich heritage enviably a hotspot for talent such as fashion pioneer and activist Vivienne Westwood. The street allows cross pollination of fashion genres empowering women to create their individual style.
The campaign is in 2 parts. The first part was to create hand crafted flowers to be projected onto a hand crafted dress using luxury fabric which could showcase the flowers. The flowers were to be developed and designed according to different fashion styles which have a strong association with the King's Road : Mod, Punk, Sloane.
The second part (to go live later on in the campaign) is for the application to create a unique flower in a chosen fashion genre triggered by tweets to @KingsRoadLDN with #Mod, #Punk or #Sloane with a selfie (or without). This unique flower would be tweeted back and also appear on the dress.