Wicked x Lucy Choi: Limited edition shoe range


Wicked was approaching it’s remarkable 10th birthday in London’s West End and to help celebrate they were looking to align themselves with a fashion brand to re-affirm Wicked’s position as the most fashionable show in the West End. In parallel to this, they wanted any 10th birthday activity to highlight the themes and characters of the show. 

We had to find a fashion partnership that would create excitement, demonstrate quality, allow for multi-channel marketing and secure excellent press and PR exposure.



Being the 10th birthday of the show, we had to find a partnership that was totally unique and special. We knew a key objective was to secure excellent press and PR, so we had to find a high fashion brand that could attract celebrity endorsement and ideally steal headlines. 

We started looking for fashion partners that would help us celebrate Wicked by creating something fresh and innovative. That’s when we approached Lucy Choi London, makers of high-fashion shoes and clutches. 



Lucy Choi London were perfect. Lucy herself designed and launched a limited edition range of shoes celebrating Wicked’s heroes, Glinda the Good Witch and Elphaba the Wicked Witch.

The brand new collection was stocked in Lucy Choi’s store in Mayfair as well as Harvey Nichols, Selfridges and Net a Porter and promoted extensively through all the channels at their disposal. 

The shoes attracted a vast amount of PR and press opportunities in national and fashion press, and we were able to increase reach further by launching competitions and curating special events. 



The partnership cemented Wicked as the fashionable show in the West End and created an opportunity for mass awareness to a fashion-focussed audience. It ultimately gave us a platform to promote the show in places which we might not have been able to reach previously. Incredibly, the Wicked shoes were Lucy Choi’s top selling shoe in their Autumn / Winter 2016 season. 

Celebrities like Darcey Bussell and Olivia Colman have been seen wearing the collection, and this gave the production unique presence on social media. 



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