A/W23 Collection By Lifeshare
In 2023, Manchester hosted Chanel's annual Métiers d'Art fashion show for the first time, and it created quite the buzz. But for the 7,400 homeless people in the city, clothes aren't a luxury, they're a necessity. So, with the world watching, we teamed up with Manchester’s oldest homeless charity, Lifeshare, to create a fashion collection that wouldn't cost thousands, but would help thousands.
Donated garments were photographed by British fashion photographer, Rankin.
Mancunian actor and Lifeshare ambassador, Maxine Peake, helped spread the word on BBC Breakfast.
74,000 cover wraps were printed for the morning's Manchester Metro News.
Several location-specific digital media screens and fly posters were placed a stone's throw from the Chanel runway. All to encourage donations to keep the most vulnerable warm in winter.
100% PRO BONO
increase in clothing donations
increase in cash donations
1,400 items handed out and counting to the homeless
18 million impressions in earned media
all with a spend of £0 and turned around in 3 weeks
