Designer teams with Dazed Digital for campaign, touring UK festivals.
Jewellery designer Theo Fennell has joined forces with the team behind influential fashion publication Dazed & Confused for an advertising casting project called Open Road.
The project, which began in June, has seen representatives from Theo Fennell and Dazed & Confused’s online venture Dazed Digital tour festivals around the country in search of the new faces of Fennell’s Alias silver brand.
The casting project has gone in search of individuals with a unique style and sense of freedom, with the aim of finding a ‘family’, from which two individuals will be chosen to front Fennell’s upcoming advertising campaign for his silver Alias collections.
The Open Road tour has covered several UK festivals including Glastonbury, Latitude, the Isle of White Festival and Vintage, which was held at London’s Royal Festival Hall. Teenagers and adults alike have been put forward.
The finalists from each festival have had their images posted on the Dazed Digital website, where a vote system will determine the finalists to feature in the advertisements. The two with the highest votes will also receive a £1,000 Alias gift voucher from Theo Fennell.
“We are thrilled to be partners with Dazed Digital on this project, and the Alias team have found some truly fabulous people,” said Fennell. “I can’t wait to put the family together for our forthcoming campaign. Dazed Digital is the perfect title to assist us in capturing the right audience,” he added.
Alias by Theo Fennell is his first fine silver jewellery collection. The Open Road campaign has coincided with his launch of the Carnival range of vibrant enamelled jewellery.