1664 Blanc and Fold7 Challenge Beer Conventions with a High-Fashion Twist

1664 Blanc, the premium beer brand, is making a bold statement this season by stepping back into the world of fashion with an innovative campaign by Fold7. 

1664 Blanc is pushing the boundaries of what beer can do by challenging convention and merging the worlds of beer and fashion. Not just comparing itself to luxury items, but behaving like one – embracing an attitude that is as stylish and playful as the industry it celebrates.

As Principal Partner of London Fashion Week (LFW), the brand will have a strong presence at key events in London. Positioning itself as a luxury item worthy of the runways through striking creative assets that transform the iconic blue bottle into exclusive fashion-inspired visuals. Showcasing the bottle as a designer puffer jacket, a meticulously woven object in the making, and an explosion of makeup powder imprinted with its silhouette — each piece reinforcing 1664 Blanc’s place in the premium lifestyle space. 

Launching during London Fashion Week on Thursday 20th February, the campaign will roll out nationwide from 20th February to 30th March, appearing in key cities such as Manchester, Edinburgh, Birmingham, and Bristol, exclusively through high-impact digital six-sheet placements.

This is the second year the brand will be present at LFW, after stepping into the world of fashion in January 2024 as a Principal Partner of LFW. The BFC is committed to opening up LFW to a new audience – working closely with Principal Partner 1664 Blanc to provide wider support to the creative community.

Rebecca Allen, senior brand manager at 1664 Blanc, said, “We are the drink of Fashion Week events in London and Copenhagen, so we already have currency on the catwalk. With Fold7’s campaign we are embracing the world of fashion, placing ourselves squarely in it – with the iconic blue bottle front and centre.”

John Yorke, creative director, from Fold7 said, “It has been a pleasure to craft another three of these blue jewels with the talented craftspeople at Man vs Machine. I can’t wait to see these creations turning heads at London Fashion Week this year.”