Domino’s Serves up High Fashion with a Twist During London Fashion Week

Domino’s, one of the UK’s favourite pizza, is delivering a unique take on London Fashion Week, by releasing a limited-edition fashion collection in partnership with luxury streetwear designer, Liam Hodges.

An extension of the A/W19 trend for duvet coats, the new collection takes its inspiration from the world of high-end fashion, where comfort meets fun. The perfect sartorial balance of cosy and practical, the collection taps into a growing trend which sees Brits experience the joy of missing out by staying in.

The three-piece collection guarantees extreme relaxation, optimum cosiness and utter practicality. Forget de-blanketing when your pizza delivery arrives, the collection has been designed to keep you looking stylish through a series-binge and beyond. 

The capsule collection boasts ‘The Controller Coat’; a cape with pockets to hold a TV remote, phone, gaming controller; ‘The Gaming Bag’; an all in one sleeping bag suit with arm and leg holes; and ‘The Boxset Blanket’; a three-person blanket perfect for cosying up on the sofa. All pieces come with a touch of Liam’s signature patchwork and wide silhouettes. The unisex garments ensure fashionistas look on point without ever leaving the couch. 

Commenting on the collection, Liam Hodges, said: “For too long, the fashion set have laboured over what to wear out, and it’s time we paid the same respect to what we wear in. I designed this collection with those long, cold nights in mind, where all you want is a cosy night in but to still look on-trend doing it.”

The collection has been created in collaboration with VCCP, and sees Domino’s giving the night in treatment to London Fashion Week.  

Melissa Greenwood, Domino’s ‘Fashion Guru’ and Food & Digital Communications Manager commented: “The limited-edition “Ultimate Night In” collection is set to be one of the most sought-after accessories of the season. Who doesn’t love “putting on their comfies” to enjoy a pizza night in?  Well, now people can look uber-stylish with no embarrassment of miss-matched PJs when their delivery driver turns up!”

Caroline Rawlings, Associate Creative Director at VCCP, added: “I mean, it’s pizzas, fashion and sofas. This project makes me very happy. Liam and Domino’s are two properly brilliant brands who have come together to make one beautiful, fashionable baby.”

Source: VCCP

  Campaign, Dominos, fashion, Food, Liam Hodges, London Fashion Week, Marketing, Promotion, UK, VCCP