During the pandemic Swedens no 1 luxury department store had to find new ways to stay connected and relevant to their target groups. We had to give the target groups a brand experience in their homes. NK's French Couture Atelier (1902-1966) tailored haute couture on license from big French fashion houses like Dior, Balenciaga, and Chanel - luxury brands still available at NK - so how could we use old to create new? An insight from the pandemic was that sewing as a hobby had increased. Due to the pandemic the media spend was low, 1 million SEK (approx. 97 000 Euro)

We launched "The Unlimited Edition of Haute Couture" - downloadable digital sewing patterns originally designed by Dior (1948) and Balenciaga (1961).

We recreated the patterns from old garments ordered as haute couture by then-fashionistas in Stockholm who went to NK's French Couture Atelier that were licensed to tailor haute couture from Dior, Balenciaga, and Chanel. We asked the target groups to join in, download the patterns to create new fashion history, and create their own interpretation of an early Dior or Balenciaga. Even the Crown Princess of Sweden joined in and had a version of the Dior dress from The Unlimited Edition of Haute Couture created for the Nobel Prize Ceremony 2021.

Luxury is redefined and more accessible. Crafts and locally produced are rewarded higher today and quality in the form of fine and durable materials. The target group is creative and confident in their way of shopping and in their style. They are looking for unique garments and a unique style, do not want to look like everyone else. They are inspired by his/her surroundings; of art & aesthetics but also of other people.

Except for our main target groups and fashion influencers, we also approached all from sewing associations and sewing groups online (Facebook), to fashion schools such as Beckmans Fashion School and the Swedish School of Textiles.

The Crown Princess of Sweden was approached to wear a tailored haute couture dress from NK's The Unlimited Edition of Haute Couture at the Nobel Prize Ceremony 2021.

The Unlimited Edition of Haute Couture with the downloadable sewing patterns were part of a bigger A/W 2021 campaign (reach in Stockholm) with placement in print media, outdoor media, in store, digital banners, digital content and social media for one month. Every unit had a QR-code for direct access to the download site. The branded sewing patterns were posted in various Facebook groups with a total of 74 000 members interested in sewing. Hundreds of newly created garments were posted on Instagram. The crown of the entire campaign was when Swedish Crown Princess Victoria wore her interpretation of the Dior dress in December at Nobel 2021 - making PR in Swedish broadcast television with hundreds of thousands of viewers in Sweden, and hundreds of millions of viewers globally. And of course, on other media platforms all over Sweden and all over the world. Everybody wants to know what she wore.

Media Impressions + 1,5 million in Sweden (bought media and co-labs, organic spread, Crown Princess Victoria wearing a tailored dress from NK's The Unlimited Edition of Haute Couture at Nobel Prize Cermony)

80%* of NK:s target group liked the campaign. All time high! (benchmark 49%, Dentsu) *Odessy campaign index autumn 2022

Download site + 25 000 visitors

Engagement in social media: + 215 hashtaged posts with sewn garments + 70 submitted sewn garments in social media competition.

Global potential reach + 100 million (Nobel prize cermony)

73 % of the market liked the campaign (67% previous campaign)

56% of the market think that their impression of NK has changed (50% previous campaign)