Ed Sheeran teamed up with Lucy & Yak joined forces to design an exclusive capsule collection of organic items - inspired by the artwork from his latest album as he embarked on the UK leg of his sell-out Mathematics tour.
Ed wanted to partner on a collection that brings together his love for his fans, and Lucy & Yak’s iconic designs and sustainability focused approach. With this in mind, we created a campaign that put fans front and centre.
PUTTING FANS FIRST
We started to tease the collection with a series of Ed Sheeran covers from musicians, bands and fans!
REAL PEOPLE. LIVE MUSIC.
We did a call out for Ed Sheeran / Lucy & Yak fans, and headed to see Ed play live at Wembley for our shoot.
