Madina Paulig ☯ Create ☯ Art Director

Grazia x Tu


Grazia x Tu

London Fashion Week Pop Up


Our aim was to build fashion credentials through a presence at LFW and challenge perceptions of Tu through experience of the products and brand. To make Tu’s fashion credentials irrefutable we needed to challenge our audience’s perception and recognize Tu as a destination for high street style.


the space & launch party


The pop-up shop itself aims to bring Tu to a wider, fashion engaged audience during LFW 2016 whose awareness and perceptions of the brand will be challenged by their discovery of the shop.

Our Sainsbury’s audiences will be reached though the social, digital and print channels of our partners with content from the pop-up shop. The content itself will appeal to them, and surprise and delight them to see Tu in a new, and highly credible fashion context. Particular content and creative executions have been created with our key audiences in mind, particularly the confident stylist and inspiration seeker.


bloggers brunch, masterclasses, style talks & studio lates


A photo posted by Grazia UK (@graziauk) on

A photo posted by Beth Norton (@beth__norton) on


A photo posted by TATYANA (@lafotka) on