Edge of Style Runway

180heartbeats + JvM (agency): Kamil Caliński – Chief Events Officer & Partner Evelina Czechowska – Senior Event Manager Gabrysia Wolska – Event Director Adam Smereczyński – Chief Creative Officer Kamil Kuć – Creative Kamila Haciuk – Converse Marketing Manager CEE Michał Derlicki – Art Director (Nashi Art)

Background and Objective: Converse has consistently ignited creativity and self-expression, urging consumers to discover their unique style. This campaign was designed to promote the brand's pioneering spirit and its latest De Luxe collection, redefining creative collaborations with trailblazing female designers and challenging the expected norms of the iconic Chuck silhouette. Creative Concept: The "Edge of Style" campaign transcended traditional fashion ideas by hosting an exceptional series of vertical runway shows. These shows symbolized the campaign's core ethos — breaking conventions and elevating style to new heights, both literally and metaphorically. Execution: Taking place atop the historic Jabłkowski Brothers' Department Store in Warsaw, the runway extended from the edge, leading models to descend the building’s façade and merge seamlessly into the streets. This bold concept was expertly merging artistic vision and tight safety protocols. The campaign also featured a experiential zone at the Sneaker Store, where customers could engage with the brand through fashion-forward photoshoots and shoe customisation. Product Spotlight: The campaign spotlighted innovative new models like the rock-inspired Chuck 70 De Luxe Heel, the stylishly elevated Chuck 70 De Luxe Wedge, and the distinctive Chuck 70 De Luxe Squared. These designs reimagined the iconic Chucks' rounded toe into an angular, squared-off shape, infusing classic Converse DNA with a fresh, edgy perspective. Collaborations: The launch of the De Luxe collection coincided with global high-profile collaborations with creative visionaries such as Martine Ali, Feng Chen Wang, and Isabel Marant, all of whom are known for setting new trends and redefining the fashion landscape. Results: The "Edge of Style" campaign, launched to rave reviews, showcased the ability to shock and amaze in tandem. It was not just a fashion show; it was a statement of creative rebellion and partnership in style innovation. With three vertical runway shows, Converse reinforced their role as a catalyst for discovery and a partner in breaking stylistic boundaries.