We approached Champion, an heritage Italian sportswear brand, that since our youth had been slumbering with a proposal to reposition them within the context of the British streetwear. We wanted to reignite the brand's cultural cachet and introduce their iconic reverse weave tracksuit to a new female market. To reach this unrealised audience of twenty-something women that was being glaringly overlooked in their existing marketing, we used their men’s SS16 collection to create a Babyface x Champion editorial.
Babyface produced the entire editorial; sourced the photographer, venue, models and hair and make-up artists, whilst working closely with our client, Rich PR, to ensure press was secured in certain publications, namely: i-D, Fader, Hypebeast, High Snobiety, Hunger.
It was shot by Francesca Allen in London’s Sketch tea rooms and featured Violetta, Rhiannon Barry, Shama Anwar, Georgie Hobday and Savannah Baker. Urban Outfitters subsequently bought and stocked the collection. Champion now produce a womenswear line.