Challenge

MTV has sashayed into the world of women’s fashion,
but with never much more than a huge MTV logo on
a t-shirt. With the brand losing dominance since the
digital revolution, a new approach to MTV and fashion
was needed. The mission; to live beyond the television
screen and credibly break into the High Street –
transporting the brand into a new space.

Approach

We created a new brand concept, ‘MTV Hidden Worlds’.
Hidden Worlds explores femininity across four diverse
collections: Carnival, Antennae, Grace and Alternate
Universe. Each is distinct in content, style and color
palette, enabling the brand to appeal to a broad range of
consumers and licensees on a global level. We worked
with four breakthrough illustrators, each of whom was
tasked to create illustrations for one of the four collections:
Ray Smith (Carnival), Emily Forgot (Antennae), Jitesh
Patel (Grace) and Pomme Chan (Alternate Universe).
We used the illustrations to create S/S and A/W design
guides, informing a creative vision for MTV’s partners,
inspiring them to create exciting and compelling apparel
and accessories.

Results

The first range from the collection, Geisswein MTV Wellies,
was launched in 2010 to great acclaim from fashion press
and blogs. With more launches to come from the collection,
keep your eyes peeled…