We partnered with Self-Portrait to deliver a highly targeted fashion-forward OOH campaign celebrating their collaboration with Kate Moss.

Designed to feel organic, premium and embedded within the fabric of each city, the campaign utilised newsagent window displays across some of the most influential fashion and culture districts in London and New York City.

A Curated Approach to Location

Rather than relying on traditional large-format placements, this campaign focused on highly curated, street-level visibility – placing the brand directly within the day-to-day environments of its target audience.

New York City:

• Nolita
• SoHo
• Lower East Side

London:

• Mayfair
• Fitzrovia
• Soho

These areas were carefully selected for their high concentration of fashion conscious consumers, industry professionals and culturally engaged audiences – aligning perfectly with the Self-Portrait brand and the timeless appeal of Kate Moss.

Premium Simplicity with Maximum Impact

The creative from the Kate Moss Edit was perfectly suited to this format – clean, confident and instantly recognisable.

By leveraging newsagent windows the campaign achieved:

• Repeated exposure through high-footfall pedestrian routes
• Close-up engagement at eye level
• A native, editorial feel that blended naturally into the urban environment

This understated approach created a sense of discovery, allowing the campaign to feel less like traditional advertising and more like part of the city’s visual culture.

Hyper-Targeted, Culturally Relevant

Each location was chosen not just for footfall, but for context. From the luxury retail streets of Mayfair to the independent boutiques of Nolita, the campaign positioned Self-Portrait within environments that reflect its audience’s lifestyle.

This ensured:

• Strong alignment with fashion, retail and cultural hubs
• Increased relevance and resonance with the target demographic
• Enhanced brand perception through premium surroundings

Driving Visibility Through Frequency

With multiple placements across tightly defined neighbourhoods, the campaign delivered high-frequency visibility – ensuring audiences encountered the creative multiple times across their daily journeys.

This approach:

• Reinforced brand messaging
• Built familiarity with the collection
• Supported both awareness and consideration

A Modern Take on OOH for Fashion

This campaign highlights how non-traditional formats can be just as powerful as large-scale media when executed with precision.

By combining:

• Strategic location planning
• Culturally relevant placements
• Refined, high fashion creative

We helped Self-Portrait create a campaign that felt both premium and authentic, perfectly reflecting the spirit of the Kate Moss Edit.

Final Thoughts

In an increasingly digital world, this activation proved the value of tangible, real world brand presence – especially when placed at the heart of the cities that shape global fashion culture.

For Self-Portrait, the result was a campaign that didn’t just advertise – it belonged.

Thinking about your next campaign? See our full range of outdoor advertising services or contact us to talk it through.

Window Advertising Window Vinyl Windowscape

Related Campaigns

Mulberry’s Underground takeover

Wolford’s four-city fashion statement

The post From Mayfair to Manhattan: Self-Portrait’s Kate Moss Edit Hits the Streets appeared first on Pack London.

Pack London produced and installed a stunning new facade and shop front for Extreme Cashmere in the heart of New York City. Known for their luxurious, high-quality knitwear, Extreme Cashmere needed a storefront that reflected their timeless aesthetic and modern approach to fashion.

Our team worked meticulously to highlight their sleek architectural elements within the premium retail space, ensuring the shop front captured the brand’s essence while standing out in NYC’s bustling streetscape. From elegant materials to meticulous craftsmanship, every detail was carefully designed to create a warm yet sophisticated welcome for their customers.

This transformation is more than just a new look. It’s a statement. A retail space that embodies style, craftsmanship, and brand identity, ensuring Extreme Cashmere’s popup in NYC is as striking as their collections.

Stay tuned for more exciting projects, and if you’re in the city, stop by to experience it for yourself!

#ExtremeCashmere #RetailDesign #NYCShopFront #BrandExperience

Planning something similar for your brand? Explore our outdoor advertising services or get in touch with the team.

Fashion Installation NYC OOH Production Window Vinyl Windowscape

Related Campaigns

NIOD’s London and NYC campaign

Self-Portrait’s Kate Moss edit in London and New York

The post Extreme Cashmere’s Stunning NYC Popup Storefront Unveiled appeared first on Pack London.