Auctioning the Autumn/Winter launches to the highest bidder
Challenge
Seasonal fashion retail communication typically relies on editorial imagery, discounts, or in-store merchandising to highlight new collections. These formats tend to present garments as standardized retail products, limiting opportunities to elevate perceived value.
For Jupiter, the Autumn/Winter campaign required a format that would highlight the craftsmanship, rarity, and desirability of selected pieces while generating attention beyond conventional retail promotion.
Read more +
Solution
The campaign translated the logic of high-end auction houses into a retail activation.
Inspired by institutions such as Sotheby’s and Bukowskis, the Autumn/Winter launch was structured as a live fashion auction where garments were presented as if they were collectible artifacts.
Key elements included:
• Authentic auction format with the head auctioneer from Bukowskis conducting the event.
• Auction catalogue presentation, framing each garment as a lot rather than a retail item.
• Bidding mechanics, allowing attendees to actively compete for selected pieces.
To reinforce the concept of rarity and collectability, several participating brands contributed exceptional or limited-edition items. Among them was the Special 20th Anniversary version of the 1000 M Goggle Jacket by C.P. Company, a piece widely regarded as iconic within technical menswear.
By drawing on the rituals and language of auction houses, the campaign turned the seasonal collection into an event built around desirability, scarcity, and perceived value.
Outcome
The auction format generated engagement by introducing competitive bidding dynamics and by featuring highly desirable items contributed by participating brands. Jupiter’s Moderna transformed the seasonal campaign into a participatory retail event, appreciated by Jupiter’s costumers as well as product brands.
Role
Brand strategy, creative direction, and concept development.
Client: Jupiter
Agency: Locomotiv
Photography: Michael Schulz & David Axelsson
