Meanwhile join forces with Rankin and Manchester’s oldest homeless charity for tactical winter campaign
Clothes aren’t a luxury for some. Lifeshare hold clothing collection on the same day as the Chanel fashion show.
On December 7th, Chanel’s annual Metiers D’Art show filled the streets of Manchester’s Northern Quarter. It’s the first time a fashion powerhouse has held a show like this in the city, and it’s creating quite a buzz. In fact, it got the team at Meanwhile talking… not about haute couture, but instead, the homeless crisis across the city.
At least 1 in 74 people are homeless in Manchester — that’s 7,400 people sleeping rough. And for them, clothes aren’t a luxury, they’re a necessity.
Just a 5-minute walk from Chanel’s fashion show are the offices of Manchester’s oldest homeless charity, Lifeshare. Meanwhile reached out to Lifeshare with an idea for a new campaign: to create a different kind of collection dedicated to tackling clothing poverty.
The A/W23 Collection by Lifeshare, launched by Maxine Peake on BBC Breakfast the morning of 7th December encourages people to donate their own clothes to help keep the most vulnerable warm this winter. The tactical campaign gives street fashion a whole new meaning.
The campaign encourages people to donate their own clothes to help keep the most vulnerable warm this winter.
A coat is a must-have for those who don’t-have.
The tactical campaign gives street fashion a whole new meaning at a time when the world (and the wealthiest in it) are watching.
Commenting on the initiative, Rachel Miles, Creative Director at Meanwhile said: “With the rich and famous in town for the Chanel fashion show, we spotted an opportunity to help those who can’t afford to buy clothes, let alone high fashion. Our mission was to raise awareness around the homelessness crisis in Manchester whilst we had the world’s attention. We’re creating a collection of clothes that doesn’t cost thousands but helps thousands”.
To bring the campaign to life, pre-donated clothes have been photographed by British fashion and portrait photographer, Rankin. Over the years, Rankin has captured an array of fashion megastars including Kate Moss, Cara Delevingne, Kendall Jenner, and Winnie Harlow. And his works have appeared on the covers of Vogue, GQ, Vanity Fair, and many more influential fashion magazines.
Famous faces including actress Maxine Peake have pledged to make their own contributions, to develop a collection of clothes that ‘helps thousands, instead of costing thousands’.
Commenting on the campaign’s launch, Maxine Peake said: ‘As a long-time supporter of Lifeshare, I’m well aware of the important work they do in supporting Manchester’s homeless community, especially throughout the winter months which are particularly difficult for those that can’t afford to buy clothes .
‘I’m proud to have donated practical items like jackets and new underwear, and would encourage anyone else planning to visit the Northern Quarter over the coming days do the same, to help us redefine street fashion and tackle clothing poverty.’
Lifeshare’s Judith Vickers said: ‘At least one in 74 people in Manchester are homeless, and we’ve been experiencing unprecedented levels of demand for our services as the temperature has dropped. In the past year alone, we’ve seen demand for clothes rise by 158%.
Meanwhile threw a handful of marketing tactics at the campaign.
The team created a series of posters that were strategically positioned in the Northern Quarter, a tactically placed D6, as well as using the front cover of Metro newspapers who ran a striking coverwrap to make sure the moment would not be missed.
How can you help?
Clothing donations for Lifeshare A/W23 collection can be taken to 27 Houldsworth St in Manchester’s Northern Quarter on December 7th and 12th. The charity are welcoming coats, waterproofs, leggings, joggers, socks, and new boxers. Those unable to attend can donate at the Lifeshare website.
For more information, please visit: lifeshare.org.uk
The Chanel show was not the most important fashion event happening in Manchester– this was.
Credits
Creative Studio: Meanwhile
Project Name: The A/W23 Collection by Lifeshare
Client: Lifeshare
