King Features and fashion partner Iceberg unveiled the retail launch of a new capsule collection in the Italian fashion capital of Milan.
The collaborators say the first collection was unveiled during Fashion Week with an innovative marketing campaign in Milan, Berlin, New York and Paris. This latest collection is also getting the star treatment with its Milan launch.
The highly anticipated collection, now available at retail, features over 60 SKUs dedicated to one of pop-culture’s favorite couples.
The Iceberg men’s collection captures the rugged and intrepid lifestyle of explorers and survivalists, featuring Popeye-inspired, nautical themed designs throughout the line. The spinach-eating sailor and clean ocean advocate’s strong values embody the spirit of the collection and are an integral part of the garments’ concepts.
Items inspired by everyone’s favorite sailorman include a wide range of stylish products across jackets, tops and pants.
Iceberg also revealed a new set of fashion pieces inspired by Popeye’s equally popular female character, Olive Oyl, a woman who the designers describe as “dynamic, relatable, and real.”
Iceberg says the idea was to bring out Olive’s fashionable appeal and sense of humor in the new women’s FW 2022 collection that features tops, dresses, jackets and pants in the brand’s signature, bold, sportswear style.
To promote the exciting new apparel, Milan’s trams will be “dressed up” in the FW22 Iceberg collection during its upcoming Fashion Week!
In addition, through September/October 2022 more marketing campaigns will be launched. For example, another tram system in a major city in Europe will get the fashion treatment, and there will be public installations including videos and posters placed in prominent public spaces such as buildings, underpasses, park gates and bus stops in key cities.
Each poster design displays a scannable QR code linking directly to Iceberg.com. In Milan, a full-motion LED wall with a short video spot was constructed in the very heart of the city during Fashion Week.
“It’s all about forming a digital connection to the Iceberg world. I wanted the posters to feel like the catwalk was on the streets of these cities,” explained Creative Director James Long.
“We’re excited that the entire FW22 Iceberg Collection is now available at retail for fans to enjoy, and we want to congratulate the Iceberg team for their cutting-edge marketing campaigns that have amplified our amazing partnership,” said Carla Silva, VP/GM, global head of licensing, King Features. “Popeye and Olive Oyl’s fashionable styles have been showcased all over the world with Iceberg promotions spanning from the bus stops in New York City to the railways of Milan.”