Atomic Peels Back the Luxury of London Fashion Week to Spotlight Real Winter Must-Haves

For over 11,000 homeless Londoners, what’s the Autumn/Winter 24 must-have?

During London Fashion Week, we witnessed the city transform into a global stage for style, luxury, and exclusivity. Yet, as the spotlight shined on the world’s most iconic fashion houses, many of the most exclusive areas of the city also served as a reminder of a pressing issue - homelessness.

The team at Atomic London wanted to make a statement on the stark contrast between these two realities. So they created an activation imagining tents adorned with the visual language of the world’s most prestigious brands, and parked them outside their flagship stores. The goal was to provoke thought and bring attention to the widening wealth divide in the capital.

While this was a proactive concept, it's important to recognise the vital work organisations like St Mungo's, Centrepoint, and The Salvation Army do every day to support London’s homeless population.

This is a conversation we need to keep having, and the team at Atomic are proud to shine a light on it.