COLLECTION LAUNCH

The Lowry

Collection.

Bleak, depressing figures aren’t what you’d usually associate with luxury fashion. But when luxury men’s coat-maker Private White V.C. created a collection inspired by the painter LS Lowry, his world of the cold, English North became the perfect canvas to showcase it.

To launch the collection, we put it inside a Lowry. We extended the painting he sketched from the steps of the Private White V.C. factory in 1928 to include the factory, with models wearing the clothes in the matchstick poses Lowry is famous for. And the campaign led to the best-selling collection launch in the brand’s history.

RESULTS

• Winner of a D&AD Awards Wood Pencil 2025
• Best-selling collection in the history of Private White V.C.
• +162% site visits year on year
• +19% average order value
• Earned coverage in the Daily Telegraph & The Evening Standard