Submitted by 22 IMPACT

SADF - Paris Fashion Week

22 IMPACT managed model Marroh K's runway involvement for SADF's SS26 Paris Fashion Week showcase, delivering 1M+ Paris Fashion Week impressions across editorial, digital press and brand social channels.

1M+ Paris Fashion Week impressions delivered across talent editorial content, digital press, and brand social channels during the event.Paris Fashion Week impressions

Case in 60 seconds

SADF, a Saudi luxury label, needed European recognition for its SS26 collection of sculptural tailoring and quiet luxury at Paris Fashion Week, where attention concentrates on a small number of houses each season.

The work appears to turn on the reading that a quiet luxury collection is legible only through the person wearing it, because clean lines and textured fabrics register through a model's bearing rather than through spectacle on the runway.

Rather than staging the collection around show production, 22 IMPACT organised the brief around a single casting, treating the right model as the vehicle through which SADF's refined aesthetic would read to European press and social audiences.

22 IMPACT managed model Marroh K's involvement in the SS26 Paris runway from fittings to runway coordination, covering casting, rate negotiation and booking, contracts and usage rights, travel and accommodation, briefing, usage extensions and campaign imagery, across social, paid and digital platforms.

22 IMPACT reports 1M+ Paris Fashion Week impressions delivered across talent editorial content, digital press and brand social channels during the event, and states the show positioned SADF among the season's standout labels.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Global press and social audiences following Paris Fashion Week, with the market recorded as Europe.
Based on the available evidence, the work sits against the difficulty a Saudi luxury label faces in claiming standing on the European fashion calendar, where recognition is granted by press and social attention concentrated on established houses.
Quiet luxury resists the loud signals that carry reach, so a collection of sculptural tailoring and clean lines has to earn attention through casting and presentation rather than through the visual excess that travels easily on social channels.
Rather than staging the collection around show production, 22 IMPACT organised the brief around a single casting, treating the right model as the vehicle through which SADF's refined aesthetic would read to European press and social audiences.
The page does not state how audiences responded beyond impressions, though the emphasis on poise and bearing suggests the campaign assumed viewers read tailoring through the model carrying it rather than through the garment in isolation.

Creative & Execution System

Assets & channels

  • Digital
  • Paid
  • Social

Partners

  • 22 IMPACT (lead_agency)

Creator role

  • Marroh K — creator

Results & Evidence

MetricValueResult type
Paris Fashion Week impressions1M+ Paris Fashion Week impressions delivered across talent editorial content, digital press, and brand social channels during the event.impressions

Why 22 IMPACT's strategy worked

  1. 1

    A single casting can carry a label's positioning where the collection is built on restraint, because a model with existing Paris Fashion Week runway experience arrives with the press and social familiarity the brand is trying to acquire.

  2. 2

    Booking scope that runs from contracts and usage rights through travel, briefing and usage extensions suggests the value sits in reuse after the show, since the same walk feeds editorial content, digital press and brand social channels.

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