Thinking
Fallout was a natural fit for BlackMilk. Behind the label's colourful pop-culture credentials is a reputation for intricate design and collections that reward fans who understand the references. Fallout offered an extraordinary world to explore - from Vault-Tec and Nuka-Cola to the Tunnel Snakes, Red Rocket and decades of visual storytelling. Together, Merchantwise and BlackMilk saw an opportunity to go deeper than familiar character artwork and create a collection inspired by the details that make the Fallout universe so distinctive.
Execution
Working closely with BlackMilk and the Fallout team, Merchantwise helped bring together a collection of more than 20 designs spanning statement jackets, dresses, knits, jerseys, separates and accessories. Details were drawn directly from the games - from a Tunnel Snakes moto jacket with embroidered detailing and Vault-Tec lining to Nuka-Cola, Red Rocket and Vault Boy-inspired pieces - allowing different corners of the Fallout universe to become part of the wardrobe.
That same commitment to world-building carried through to the campaign, with BlackMilk shooting its lookbook aboard a ship to create an atmospheric setting worthy of the collection, as if in a Vault themselves. From product development through to photography, the collaboration treated Fallout not simply as artwork to be licensed, but as a world to step inside - resulting in an exceptionally detailed collection embraced by fans.
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