Argos is a leading British omnichannel retailer and much-loved brand which sells everything from homewares and furniture, to tech and toys. Founded in the 1970s, it’s a national treasure, shopped at by 60% of UK. However, despite offering a wide range of on-trend homewares and furniture, it has historically been known as a destination for functional rather than stylish purchases.

We needed a campaign that would encourage customers to fundamentally rethink Argos for homewares and furniture whilst firmly establishing Argos as a destination for stylish homewares. So we celebrated the stylish credentials of our fantastic homewares and furniture, by building our campaign from the insight that, like fashion, homewares enable you to express your personal style

The idea was to turn Argos homewares into stylish couture clothing that wouldn’t look out of place on a catwalk in Milan. The wardrobe needed to perfectly tread the line between fashion and homewares in order to remain tongue in cheek and true to the idea.

The design and art direction further played into the fashion world, including each pose from the models. The trick was for the models to not even acknowledge the items they were wearing, giving them a genuine ‘fashion’ expression. For the backgrounds, we chose a variety of colours which would complement each item. Each execution gives room for the fashion pieces to breathe, while subtle vignettes exaggerate and draw attention to them. The type was an Argos font but we choose lighter weight versions and separated the letters slightly borrowing from classic high fashion design.