For his Spring/Summer 2026 "HURON" collection at Paris Fashion Week in June 2025, Willy Chavarria, the two-time consecutive CFDA American Menswear Designer of the Year, presented one of the most politically charged shows in recent fashion history.
The challenge was to extend the impact of his powerful runway statement beyond the confines of Salle Pleyel and into the streets of Paris
Activism in the Streets
We deployed a strategic wild posting campaign across Paris' most culturally diverse and fashion-relevant neighborhoods to amplify Willy Chavarria's political message and ensure his show's impact extended beyond the runway. This carefully orchestrated street presence was designed to create dialogue, generate organic media coverage, and position Chavarria as not just a designer showing at Paris Fashion Week, but as a vital voice for social justice in contemporary fashion. The campaign was structured around three strategic pillars:
Neighborhood Diversity & Cultural Resonance: Targeting Le Marais, Belleville, Barbès, République, and the Latin Quarter,areas with vibrant immigrant communities, diverse populations, and fashion-conscious audiences who would connect authentically with Chavarria's message. We mapped locations near cultural institutions, universities, and gathering spaces where dialogue about identity, immigration, and social justice naturally occurs, ensuring the campaign sparked meaningful conversations beyond aesthetic appreciation.
Visual Power & Political Clarity: Creating bold wild posting executions featuring imagery from the show, the kneeling models, the vibrant rebellious colors, the ACLU collaboration message—paired with Chavarria's defining quote: "I'm not interested in luxury as a symbol of privilege. I'm interested in luxury as a symbol of truth in one's own character." The visuals maintained the show's emotional intensity while inviting passersby to engage with fashion as a tool for social commentary and resistance.
Strategic Fashion Week Timing: Deploying the campaign during Paris Men's Fashion Week (June 20-27, 2025) to maximize exposure among industry professionals, press, buyers, and the global fashion community attending the shows. The wild posting created unavoidable presence throughout the week, ensuring Chavarria's message of resistance and humanity cut through the typical escapism and commercial noise of Fashion Week, positioning him as a designer using his platform for urgent political activism.
Real-world
results
wild posting sites secured across Paris' most diverse and culturally engaged neighborhoods
impressions generated among fashion industry, cultural communities, and Parisian public
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Willy Chavarria
Salomon
