Stella Artois turns its attention to the age-old tradition of 'accidentally' walking out of the bar with the drinking glass in hand with the Steal Artois collection. This is made with the help of WPP agencies VML Chile and David New York. The range of clothing is designed specifically to discreetly take the drinkware. There are five items in the collection comprised of modified apparel including jackets and jeans.
The silhouettes are detailed with hidden pockets such as vests with slits at the back. The accessories follow the same suit as the reversible bucket hats and also work as bucket bags. Camila Plass, Marketing Manger at AB InBev notes “At Stella Artois, we are innate admirers of beauty, and as such, we are aware that the beauty of our chalice has made it an iconic object of desire. This campaign is a tribute to everyone who can discern and enjoy the beautiful things in life.”
Image Credit: VML
Key Themes Behind This Trend
- Stealth-inspired Fashion
- Exploring the realm of stealth-inspired fashion with designs featuring hidden pockets and covert functionality.
- Discreet Accessory Innovation
- Innovating discreet accessories that serve dual purposes, such as bucket hats that transform into functional bucket bags.
- Bar Culture Tributes
- Tapping into the nostalgia of bar culture by creating unique collections that pay homage to age-old traditions.
Where This Applies
- Fashion and Apparel
- Opportunities for fashion and apparel brands to introduce covert elements in their designs while maintaining style and functionality.
- Accessories and Lifestyle
- Potential for accessories and lifestyle brands to explore innovative products that combine style with hidden features for practicality.
- Beverage and Hospitality
- Innovative strategies for beverage and hospitality industries to engage consumers by blending tradition with contemporary product offerings.
