London Fashion Week / “Our brief was to firmly position NIVEA Soft in the fashion territory and encourage people to trial the product” … Jim Carless, Space

Nivea Soft is taking to the streets of London during London Fashion Week (13-17 September) with a sampling and social media campaign led by integrated marketing agency Space.

To celebrate the launch of its new limited edition range of NIVEA Soft moisturiser pots designed by British fashion designer Giles Deacon, the brand is encouraging people to share their fashion looks or London Fashion Week(OOTD) on Twitter and Instagram and tagging the photos with both hashtags #OOTD #NIVEASOFT.

Giles Deacon is a British fashion designer who has worked with Louis Vuitton, Ralph Lauren and Jean Charles de Castelbajac. He has a design studio – the Rochelle School in East London and a fashion label – GILES. In 2007, Giles was named British Designer of the Year.

From all the #OOTD #NIVEASOFT photos that are uploaded, 15 will be selected and shortlisted, and opened up to public vote. The #OOTD photo that receives the highest number of votes will win a personal style consultation with Giles Deacon.

During London Fashion Week, NIVEA Soft hit squads will be roaming the streets of London to hand out samples of NIVEA Soft and look for the best OOTD. A paparazzi photographer will accompany the NIVEA Soft hit squads, engaging with passersby and taking photos of their outfits to be shared on NIVEA’s Facebook page.

The NIVEA Soft hit squads will be targeting key areas in Central and East London including Somerset House (the home of London Fashion Week), Covent Garden, Leicester Square, Oxford Street, Old Street, Liverpool Street and others.

There are three pots in the limited edition NIVEA Soft range designed by Giles Deacon, which each feature his famous signature illustrations and depict a different scene from the fashion world on each of the three pot designs: Backstage, Catwalk and Photoshoot. The brand has a history of partnering with notable figures and this collaboration with Giles Deacon is a fantastic opportunity to bring home the message that ‘Fashion-Ready skin starts with NIVEA Soft’.”

Jim Carless, head of client services at Space said: “Our brief was to firmly position NIVEA Soft in the fashion territory and encourage people to trial the product.