Stella Artois x Luar
STRATEGIC PARTNERSHIP | FASHION
ROLE: BRAND STRATEGY
THE CHALLENGE:
Long cemented in European heritage, Stella Artois needed a way to connect with a younger, diverse consumer. With eyes set on the luxury fashion industry, Stella Artois needed to maintain its heritage story and high-quality standards without forgetting the approachable nature of being a beer brand.
THE SOLUTION:
“New Luxury” isn’t just about what you wear, it’s about what you know. With the majority of consumers believing that what their clothes represent is just as important as the quality or design - it was clear a fashion collaboration for Stella Artois had to strike a balance between heritage and innovation. We collaborated with award-winning label Luar, a brand that goes beyond status, with a meaningful identity and a disruptive culture that their consumers not only buy into — but belong to.
Long cemented in European heritage, Stella Artois needed a way to connect with a younger, diverse consumer. With eyes set on the luxury fashion industry, Stella Artois needed to maintain its heritage story and high-quality standards without forgetting the approachable nature of being a beer brand.
THE SOLUTION:
“New Luxury” isn’t just about what you wear, it’s about what you know. With the majority of consumers believing that what their clothes represent is just as important as the quality or design - it was clear a fashion collaboration for Stella Artois had to strike a balance between heritage and innovation. We collaborated with award-winning label Luar, a brand that goes beyond status, with a meaningful identity and a disruptive culture that their consumers not only buy into — but belong to.
