Overprotective Wear: A Unique Collaboration at London Fashion Week
Date: Tuesday, September 22
Location: London, UK
Publicis Groupe’s Power of One team, Publicis Go, teamed up with Lloyds Pet Insurance and the fashion label Chopova Lowena to introduce a whimsical collection called “Overprotective Wear.” This initiative featured dogs donned in extravagant outfits, showcased on the runway during Chopova Lowena’s SS27 show at London Fashion Week.
The Concept
In an unexpected alliance, the brands aimed to highlight the importance of keeping pets safe by unveiling a one-of-a-kind couture collection that transformed everyday risks into extreme fashion statements. The collection included whimsical designs inspired by parachutes and anti-theft gear, humorously illustrating what uninsured dogs might need to wear for protection.
This creative endeavor arose from research conducted by Lloyds, which indicated that while 92% of pet owners buy clothing for their dogs, only 53% invest in pet insurance. Alarmingly, 38% have experienced unexpected vet bills amounting to £500 or more.
Design and Message
Each outfit was meticulously designed using real-life pet data and in close collaboration with veterinarians. The collection’s message is clear: while the outfits make a bold fashion statement, pet insurance is a more practical means of safeguarding pets and their owners from unexpected expenses.
Insights from Key Figures
Ben Mooge, Chief Creative Officer at Publicis Groupe UK, commented on the motivation behind the project:
“Pet owners worry about their dogs. A lot. So we took that perfectly reasonable instinct and pushed it to a fairly unreasonable conclusion… London Fashion Week felt like the place we had to launch it.”
Sam Taylor, Head of Insurance Marketing at Lloyds Banking Group, emphasized the need for pet owners to know they can afford care for their pets:
“We want pet owners to feel confident that, when the unexpected happens, they can focus on getting their pet the care they need rather than worrying about the cost.”
Emma Chopova and Laura Lowena-Irons, founders of Chopova Lowena, expressed their excitement and commitment to the project:
“Our dogs are our worlds… We felt passionately about finding a way to bring that feeling to life…”
Visuals and Media
The collection was not only showcased in a traditional fashion sense but also captured in a video that can be watched here.
Credits
- Campaign Title: Overprotective Wear by Lloyds x Chopova Lowena
- Client: Lloyds
- Advertising Agency: Publicis Go
- Production Team: Various professionals in photography, post-production, and music contributed to this initiative.
This collaboration melds fashion with a significant message about pet care, urging pet owners to consider insurance while maintaining a sense of humor about protecting their pets.
