Karen Millen - Autumn Winter Dress in a Box Campaign

Karen Millen wanted to make a statement for its party-season collection. Instead of a standard campaign, Edison Media helped the brand choose a guerrilla-style activation that invited people to step inside the moment. A single interactive installation in London became both a fashion statement and a social media event, blending out-of-home with in-person experience.

Formats Used
Special build, experiential OOH, Social Activation

Challenge
The brief was to create something bold enough to cut through in the busiest fashion season of the year. It needed to spark user-generated content, start conversations, and feel relevant to the social-first audience the brand wanted to reach.

Approach
Bermondsey Street was chosen for its mix of culture and style. At the heart of the activation was a Karen Millen party dress fixed in front of a mirror. Passers-by could stand in front of it, see themselves reflected, and imagine wearing the collection. The effect was simple but engaging, and it encouraged people to pull out their phones and create their own content.

To encourage participation further, the brand added a competition element. Anyone who engaged had the chance to “win a wardrobe,” creating an extra reason for people to interact and share their content during the crucial party-season build-up.

Results
The installation generated constant interaction. People stopped, posed, filmed, and posted, turning a single London street into a stream of social content. Engagement spread far beyond the site itself, delivering reach and attention without the need for multiple builds.

Impact
The Karen Millen activation showed how guerrilla-style creativity can cut through in fashion marketing. By focusing on interactivity and shareability, the brand created an experience that resonated in both real life and online spaces. It reinforced Karen Millen’s position as a bold, confident brand and demonstrated that one imaginative idea, placed in the right setting, can drive cultural relevance and digital reach at the same time.