Team

For Paris Fashion Week, Thom Browne sought to push the boundaries in his SS23 Menswear collection and enlisted Team to create a social concept that could build excitement for the debut, even amongst those outside the typical “menswear” audience. 

Drawing on the joy of Thom’s whimsical collection, the campaign centered on a Willy Wonka-style “golden ticket” concept to be announced a week before the show. Each teaser directed Thom Browne followers to tune in to the reveal during Fashion Week — where golden ticket guests would disrupt the traditional runway format, arriving fashionably late and vested in the Spring/Summer collection. 

The campaign engaged the full spectrum of Thom Browne’s audience. For PFW attendees and budding fashion followers alike, the result was a memorable “breath of fresh air” and a theatrical entry to the extraordinary world of Thom Browne.