MUSERO, Tay Moses in a black beanie, jacket and wide trousers outside a lift entrance
Submitted by 22 IMPACT

MUSERO SS26 Stylist-Led Streetwear Campaign

Influencer Marketing

22 IMPACT led creative and talent strategy for MUSERO's Spring/Summer streetwear campaign with stylist Tay Moses, and the agency reports 500K+ organic reach across Instagram and TikTok.

500K+Organic Reach

Case in 60 seconds

MUSERO needed its Spring/Summer campaign to carry an evolving brand identity within contemporary streetwear, which called for a face who could stand for modern, refined streetwear with credibility rather than simply model the collection.

The campaign turns on the stylist-as-influencer space, because audiences drawn to effortless, culturally relevant style give more weight to someone with a working eye for fashion than to a face hired only to wear the clothes, which is the reading the page gives.

22 IMPACT positioned Tay Moses as the embodiment of modern, refined streetwear, so his styling expertise and multi-disciplinary background carried MUSERO's identity rather than the garments being presented on their own.

22 IMPACT cast Tay Moses and managed negotiation, usage and exclusivity rights, creative alignment and production logistics for MUSERO's Spring/Summer campaign. The work held a clean, minimalist aesthetic on texture and fit, with stylist-led streetwear content distributed on his Instagram and TikTok.

22 IMPACT reports 500K+ organic reach across Tay Moses' Instagram and TikTok from stylist-led streetwear content in the UK market, while the page describes strong engagement on social platforms without publishing a figure for it.

Strategy Breakdown

Audiences drawn to effortless, culturally relevant style within contemporary streetwear in the UK market.
MUSERO sought to reinforce its place within contemporary streetwear and give depth and authenticity to an evolving identity, so the brand borrowed a stylist's credibility rather than relying on product imagery alone.
The page frames the stylist-as-influencer space as the route in, because followers of a stylist read the person's choices as informed taste rather than paid endorsement, which suits a minimalist collection built on fit and texture.

Creative & Execution System

Assets & channels

  • Instagram
  • TikTok

Partners

  • 22 IMPACT

Creator role

  • Tay Moses
  • Tay Moses

Results & Evidence

MetricValue
Organic Reach500K+ organic reach

Why 22 IMPACT's strategy worked

  1. 1

    Casting a working stylist rather than a model lets the content speak with authority about texture and fit, because the person wearing the clothes is also the person whose judgement on them the audience already follows.

  2. 2

    A single creator whose own Instagram and TikTok carry distribution turns the talent booking into the media plan as well, so usage and exclusivity rights become as central to the deal as the shoot itself.

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