FROM CARPET TO CATWALK — CAVALIER BREMWORTH

By drawing a strong link between carpet and fashion, Kiwi fashion photographer Stephen Tilley, in collaboration with Federation, has relaunched Cavalier Bremworth with a fresh and modern perspective to promote its new range of solution-dyed nylon carpets.

Building on the transformative potential of photography, the campaign sought to reposition Cavalier Bremworth from a trusted name in a tired category to a luxury brand with a global feel.

“When I met with Federation, it soon became apparent [that] they chose me for the job because of my background in fashion photography — and that was very much the angle the art direction was heading,” Stephen said.

The brand campaign was launched at Shed 10 on Auckland’s Queens Wharf, with themed cocktails and choreographed performances to support the unveiling.