Six European fashion titles in one year

The brief

Mavetti has made loafers in the same workshop for three generations and had never spoken to a journalist. The family wanted to sell beyond Italy without changing how they work, which meant no influencer seeding and no discounting.

What we did

We built a year around the workshop. Each month one fashion editor visited the Marche, watched a pair being stitched and left with their own size six weeks later. Between visits we ran desk sides in Milan, Madrid and Copenhagen with a single pair and the last it was built on.

What ran

Six fashion titles in four countries covered the brand within the year, and the waiting list for a pair grew from three weeks to four months.