DSQUARED2 x Mert & Marcus 1994

MERT ALAS & MARCUS PIGGOTT


Mert & Marcus 1994

The year Mert Alas & Marcus Piggott began their creative collaboration: 1994—a moment in time when music, art and fashion liberated themselves from convention. Now serving as the inspiration behind their dynamic and evolving brand, 1994 is the year that fashion’s legendary duo began to harness their unbridled creativity fueled by a borderless, everything-is-possible intuition.

DSquared2 Collaboration

A collection of over 30 men’s and women’s pieces merged art form and brand story, creating a richer consumer experience that reflects today’s omnichannel and multi-touchpoint media landscape.

Launch Strategy

Unique content threads and communication phases captured attention beyond a single point of interaction. The marketing campaign reached millions of consumers worldwide across its tiered roll-out.

– Social-first launch
– Celebrity product placement
– Digital media coverage
– High-touch print editorial
– Immersive commerce

Harnessing cutting-edge technologies for the collection launch

Reflecting Mert Alas & Marcus Piggott’s innovative thinking, the duo curated a group of digital influencers such as CGI Instagrammer @Noonoouri to release the collection globally on social media channels.

THE COLLECTION WAS AMPLIFIED IN HIGH-TOUCH PRINT EDITORIAL PHOTOGRAPHED BY MERT & MARCUS, REACHING 4.65M+ READERS

Immersive Commerce Experiences

To enhance the commerce experience, the collection was distributed through shoppable social advertising units as well as high-impact retail at DSquared2 boutiques and key department stories worldwide including 10 Corso Como.