Creating an Inner Retreat with FHFDT and TJOP for the launch of the AW20 Trend Collection
Living in a busy, modern world full of stimulation, distraction and everyday pressures is simultaneously creating a growing need for peace and calm amongst the chaos. We crave a place of sanctuary which restores balance… a place to retreat. This year as we been forced to spend more time indoors; our homes have become offices, schools, nurseries and gyms; making it ever more essential to create pockets of calm and sanctuary.
Recognising this need, Thejoyofplants.co.uk and Funnyhowflowersdothat.co.uk launched their AW20 Trend Collection – a harmonised selection of sixteen healing flowers, houseplants and garden plants based on the style trend of Inner Retreat. From beautiful gypsophila and anthuriums to delicate succulents and orchids, the look and feel of this trend is muted with soft textures, subtle forms and pastel tones. Think plenty of white with an accent of pink here and there.
The AW20 Trend Collection inspires calm and serenity, so we decided to send media an exclusive first look at the collection with their very own Inner Retreat package inspiring our favourite journalists to create a space of zen in their homes to destress and recharge. The package included a houseplant to care for, a bouquet of blooms to admire and a selection of self-care and personalised treats to indulge in.
The results? Social coverage from media at Evening Standard, ELLE Decoration, Good Homes and Harpers Bazaar. Plus two beautifully messaged editorial features around the Trend Collection on Ideal Home online and Good Homes online.
We also added paid content into our approach partnering with homes & interiors influencers Emma Hopkinson of @thecrapflat and Kimberly Duran of @swoonworthyblog, both of whom were sent a package and tasked with their very own Inner Retreat challenge. While Kimberly wonderfully styled the mailer products in her home to create a corner of zen and wrote a blog post offering advice on how people can incorporate the trend in their homes, Emma did created an unboxing-style reveal followed by a calming Inner Retreat makeover of her home office – with even more flowers and plants! DREAMY.
Working on this campaign definitely spread a little calm and balance among the Fever family, and we hope you’re also inspired to invest in a houseplant (or three) too!