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Make them fall for you

Saint Sass is a rising star in fashion and lingerie, with statement tights worn by Madonna and Charli XCX. For the launch of their new collection, we brought the brand’s experiential dimension to life: a night in Berlin with the right mix of elegance and sexiness, built with the city’s techno and party scene.

Deliverables

  • Creative Direction
  • Brand Experience Design
  • Creator Partnerships
  • Event Production

Members and Partners involved

The Saint Sass launch party and prompt cards

Saint Sass hit the moment every young brand hopes for. Madonna wore their tights. So did Charli XCX. Overnight, a direct-to-consumer label that lived on screens had the attention of a much bigger audience. What it didn’t have yet was a place to meet the people buying it. With a new collection ready, Saint Sass wanted to take its community offline, and asked us to give the brand a room of its own.

Tights live after dark, and in Berlin, after dark belongs to the city’s techno and party scene. That was where the launch had to happen.

Two women in red at a party, standing against a concrete wall.
A close view of a black outfit with a jewelled clasp, and a heavy ring on the hand.
Photography: Marco Trunz

Welcome to Sin City

We took the creative direction from Frank Miller’s Sin City: heroic characters trapped in a world of sin and violence, drawn in black with flashes of red. The set followed the same rules. A black backdrop, red accents, overexposed details, and a pole at the centre of the room with a single instruction above it.

A dancer on a round black stage, holding the pole low to the floor, under the words Make them fall for you.

Questions for after midnight

Every guest received prompt cards to trade with strangers through the night. The questions were small dares, written in the brand’s voice:

“Who would you bite if there were no consequences?”

“What am I wearing when I have the best time?”

“What do you think you’re known for? What do you want to be known for?”

Red and white Saint Sass prompt cards asking guests questions.
A Saint Sass drinks menu printed in red.
Prompt cards and drinks menu, designed for the night.

Nylon in bloom

The product was everywhere, just rarely where you’d expect it. Saint Sass tights were twisted into flower installations around the room, and worn on the dance floor by the people the collection was made for.

A flower installation made of pink patterned nylon tights, standing on a white table.
Legs in sheer red Saint Sass tights, lit red on a dark dance floor.
Saint Sass tights as flower installations, and on the dance floor.

The women who ran the night

The lineup was female from start to finish, across music, dance, art and DJ sets, each artist interpreting the brand in her own way. Singer Luna Morgenstern performed live, Lovefoxy held the decks, and a pole performance turned the centre of the room into a stage.

A guest in a pale fur coat walks through a party in a dark room.
Luna Morgenstern in a fur coat sings into a microphone with one arm raised.
Luna Morgenstern, live.
A mixer and monitor speakers in a DJ booth, lit red from behind.
Lovefoxy behind the decks.
A performer sings into a microphone in front of the crowd, lit red.
Luna Morgenstern, blonde, in a white top, sings into a microphone.
Luna Morgenstern, live. Photography: Marco Trunz
A woman in red dances with a drink in her hand.
Two guests in black outfits

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A woman stands in a marble foyer beside a staircase, on a red carpet runner.