harvey nicholsfashion chickens

There is a specific kind of madness that takes over when high fashion meets a deep discount. It's a primal, frantic state of mind where rationality completely vanishes, and the hunt for a half-price designer piece turns otherwise sophisticated shoppers into absolute forces of nature. For the Harvey Nichols Summer Sale, we wanted to hold a mirror up to that exact feeling — but do it with the high-concept visual execution that the brand's iconic advertising history demanded.

The insight was simple: when a sale is this good, people completely lose their heads. To bring that metaphor to life, we dressed models in pristine, immaculate garments from the season's finest designer collections — and then gave them the heads of actual, literal chickens. It was an unapologetic, delightfully surreal, and heavily tongue-in-cheek take on the phrase "running around like a headless chicken."

Captured with high-fashion lighting and deadpan styling, the contrast between the elegance of the clothes and the utter absurdity of the livestock perfectly hit the brand's legendary sweet spot of beautiful subversion.

Recognition — D&AD Wood Pencil (Outdoor Advertising / Art Direction). Campaign BIG Awards: Shortlisted (Fashion & Retail). Featured in Trend Hunter, Lürzer's Archive, and global creative showcases.