Celebrating the 25th Anniversary of Clueless with NOW TV

We’ve been, like, totally buggin’ about the 25th Anniversary of Clueless in the UK. So, to celebrate this legendary film coming onto NOW TV, we developed a plan that used one of the most memorable elements of the film, the totally on point fashion, to give us a fresh way to talk to media about this iconic movie.

For the first phase of our activity, we teamed up with costume designer Mona May, the brain behind the most recognisable looks, to host a media junket discussing her inspiration behind the fashion and design and what it was like working on the cult classic film.

LA based Mona May was beamed in via Zoom to host a virtual junket with top media titles including The Guardian, Refinery 29, Tatler, Metro and The Independent, where she discussed everything from that plaid suit, living for Dionne’s over the top hat game and what it was like working with a litany of stars, many of whom were at just the beginning of their careers.

For the second phase of our celebration of all things Clueless, we wanted to further amplify the anniversary across social media so we worked with London based milliner, Sahar Millinery to re-create hats inspired by those worn by Dionne and Cher in the film.

We then gifted these masterfully crafted works of art to Clueless obsessed fashion influencers, with a challenge to style them and show us their best looks inspired by the film. We gifted a total of 15 hats generating 37 social posts from so far from influencers including Jessica Megan (followers: 380,000), Scott McGlynn (followers: 210,000), India Moon (followers: 105,000) and Lauren Black (followers: 131,000).


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