Unusual presentation of the new lines of children clothes collection for Mothercare

A memorable and “viral” presentation of a new Mothercare kidswear collection was delivered for journalists and bloggers who specialize in beauty, family and lifestyle.

What was


We decided to move away from the standard fashion show format and use themed photo zones to demonstrate children's clothing in situations familiar to the audience. We divided the venue into three parts, in which we built the following scenery: For the line "Lamb" — an interior of a cozy and bright family living room with a fireplace, a rug and soft toys. For Mothercare61 (streetstyle) — a little street-style photo zone in black, white and red with a bench, a skateboard and a city painted on a slate; For the line “Sea adventures” — a beach corner was created, with a real lifebuoy, flags and imitation of the blue sky with the help of a specially designed banner.


Stylists of the brand spoke briefly about the lineup (about the fabrics, ideas, themes, etc.). in every zone.


Various activities were organized for guests. One of Mothercare’s principles is to care not only about the kids, but also about parents.


Therefore, for mothers, we prepared a make-up and hand skin care station and for the children — master classes in sculpting, drawing and construction. During the event, guests could join to any activity.



A total of 52 journalists and bloggers attended the event, including 12 children.


Woman’s Day, IA "RIA Fashion", Time Out, Lenta.ru, "Liza. My baby", etc.

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