Argos' playful campaign declares: 'Furniture, but make it fashion'

Retailer has created spectacular fashion collection from its home and furniture range.

Argos spoofs the fashion industry in a quirky campaign to launch its spring/summer home and furniture range. 

The ad, created by The & Partnership London, transforms the retailer’s furniture into a fashion collection to show that the homeware is "so stylish you can wear it". It targets fashionable consumers who see their homes as a reflection of their personal style.

Beginning with a couple who discover "a woman in our lounge with a lamp on her head", the spot ambushes everyday moments with characters wearing unusual outfits made from cushions, rugs, lampshades, chairs and plates. The fashionistas strut down hallways, explode out of wardrobes and create chaos in manicured gardens.

The work was created by Alice Burton and Carl Storey, and directed by Traktor through Stink. PHD is the media agency. 

"So stylish you can wear it" will debut on 3 April at 9:45pm on ITV during crime thriller The Bay. It will also run across digital channels, cinemas and digital out-of-home.

Stink collaborated with costume designer Verity Hawkes, who has worked on films such as Snatch, Revolver and About Time, to make Argos’ homeware collection catwalk ready. Hawkes said she approached the outfits from a couture point of view, adding: "Chairs as hats will be SS19’s biggest trend." 

"When planning this campaign, the insight that really stood out to us is that homewares – like fashion – enable you to express your personal style. And as many of us look for ways to make our homes more and more Instagrammable, this notion is increasingly important for our customers," Gary Kibble, marketing director at Sainsbury’s Argos, said.

"In a joyful parody, our campaign plays on the idea that Argos home and furniture is so stylish you can wear it, celebrating the style credentials of our new range by tapping into familiar tropes from the fashion world."

Patrik von Krusenstjerna, part of Traktor, added: "In a way, we're making fun of the fashion industry, but taking on the task with a serious face (and a big smile on the inside) felt like the right way to go. We also realised that this is a costume designer's dream, so worked closely with Verity Hawkes to design and create the marvellous outfits. We went for a glorious mix of serious, silly and, above all, stylish."