French beer brand 1664 Blanc steps onto the runway with its latest campaign.

The marketing drive uses visual assets to transform the beer bottle into fashion-inspired items. In one image the bottle is a puffer jacket, the next it is being shown imprinted into a makeup palette.

Devised by creative agency Fold7, the out-of-home activations will be rolled out nationwide, running from 20 February to 30 March.

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According to 1664 Blanc, the beer is not “just comparing to luxury items but behaving like one. [It is] embracing an attitude that is as stylish and playful as the industry it celebrates”.

Rebecca Allen, Senior Brand Manager at 1664 Blanc said: “We are the drink of Fashion Week events in London and Copenhagen, so we already have currency on the catwalk. With Fold7’s campaign we are embracing the world of fashion, placing ourselves squarely in it, with the iconic blue bottle front and centre.”

The beer brand is the Principal Partner of London Fashion Week 2025, having previously partnered with the event in 2024.

John Yorke, Creative Director, from Fold7 said: “It has been a pleasure to craft another three of these blue jewels with the talented craftspeople at Man vs Machine. I can’t wait to see these creations turning heads at London Fashion Week this year.”