1664 Blanc makes a statement at London Fashion Week with latest campaign

1664 Blanc launched a new campaign for London Fashion Week (LFW) 2025, which looks to redefine the relationship between beer and fashion.

Partnering with Fold7 for a second consecutive year, the premium beer brand is hoping to solidify its presence in the high-fashion space by transforming its iconic blue bottle into a striking series of luxury-inspired visuals.

As a principal partner of LFW, 1664 Blanc continues to expand its footprint in the fashion world, embracing a playful yet sophisticated aesthetic that challenges traditional beer marketing. The campaign's creative executions showcase the blue bottle as a luxury fashion object - reimagined as a designer puffer jacket, a finely woven textile, and an explosion of makeup powder imprinted with its silhouette.

This latest campaign evolves 1664 Blanc's growing relationship with the fashion industry, building on last year's successful 'Bottle as Art' campaign. The 2025 iteration leans further into the world of couture, reinforcing the brand's credibility within the space while maintaining its uniquely Parisian sense of style.

"1664 Blanc has been pushing outside of beer category norms for a few years now," says Fold7 strategy director Mike Waters. He adds: "Blanc's audience is cosmopolitan, with a natural affinity to the fashion world.

"In the second year of our collaboration with LFW, the brand is now a recognised partner, allowing us to play more directly into the fashion space with our executions."

One of the campaign's standout elements is the visual transformation of the blue bottle into luxury fashion objects. This creative leap was developed in collaboration with the renowned production studio Man vs. Machine, known for its cutting-edge digital craftsmanship.

"We've known from the start that we wanted the work to stand out as being confidently its own thing – a creation, not a copy or pastiche," says Fold7 creative director John Yorke. "The original set of assets used Fine Art as their inspiration, creating sculptural, virtual objects with paint, but this year, we decided to lean fully into the world of fashion while maintaining a strong artistic aesthetic."

The resulting visuals are strikingly elegant yet disruptive, reflecting the same balance of playfulness and luxury found in high-end fashion houses.

Traditionally, beer and fashion have occupied separate cultural spaces, but shifting consumer tastes have created new opportunities for crossover. Today's audiences are seeking modern, aesthetically driven drinking experiences, making 1664 Blanc's move into fashion feel not only natural but inevitable.

Waters explains how their research revealed that consumers didn't want "the same old (obvious) beer" and that people are looking for drinks that are modern, different, and on-trend. "With its distinctive blue bottle and refined brand identity, Blanc was already a natural fit for aesthetically aware, sophisticated drinkers. Fashion felt like the perfect entry point," he says.

The campaign doesn't just target the high-fashion elite but aims to intrigue a wider trend-conscious audience - those who follow Fashion Week from the sidelines, using it as a guide for what's en vogue.

"While this campaign strengthens our connection with the fashion community, it's also about sparking interest among those who look to LFW for style inspiration," adds Waters. "Fashion Week has a massive cultural cut-through, and we're tapping into that influence."

Fashion is inherently fast-moving, with trends evolving each season. To remain relevant beyond this campaign, 1664 Blanc has developed a creative framework that allows for evolution while staying true to its brand essence.

Yorke says: "The great thing about this campaign is that it has a structure, but one that allows great freedom.

"There are endless possibilities when our main remit is to be distinctive and engaging—especially with 1664 Blanc's iconic blue bottle as our creative foundation."

As 1664 Blanc aims to carve out a unique position in the beer industry, this campaign represents not just a marketing initiative but a long-term strategic shift towards lifestyle and cultural branding.

"The partnership has helped open up a new audience and occasion for the beer category - one only Blanc could truly access," says Waters. "It's been an incredible platform for introducing the brand to the UK and reinforcing that it's something very different from your normal world lager."

With its artful campaign execution, strategic fashion alignment, and ability to engage a style-conscious audience, 1664 Blanc is proving that beer can do more than sit at the bar—it can walk the runway, too.