AVAVAV x EASTPAK.

Collaboration Global Launch

London

To launch the AVAVAV x Eastpak collaboration, I worked with PR agency Zeitgeist on a bold event that built on the buzz from AVAVAV’s Milan runway show. Inspired by the brand’s trolling and self-aware humour, the event turned controversy into conversation - celebrating both brands in a disruptive, tongue-in-cheek way that got people talking.

Centred around a “Trash” theme, we took over a Soho venue split into two contrasting zones: the chaotic “Trash Party” and a pristine collection showcase. Floors were scattered with litter, cocktails and canapés were made from rescued food, and graffiti across the windows announced “Collaboration Launch.” A “Wall of Trash” invited guests to share their own hateful comments, transforming negativity into something playful and communal.

The event successfully hosted 200 press and influencer guests, creating a high-impact, experiential launch. It generated over 50 pieces of coverage across fashion and culture titles, including Vogue, Clash, and GQ, amplifying the collaboration and cementing both brands’ reputation for disruptive, conversation-starting creativity.