Liam Gallagher, the legendary frontman of Oasis, spearheads a significant Out of Home campaign for a renowned outdoor clothing brand.
- This campaign marks a collaboration between Gallagher and Berghaus, highlighting their historical connection.
- Shot by esteemed photographer Alasdair Mclellan, the campaign features Gallagher in a reissued jacket from the 1980s.
- The promotional effort spans major UK cities, reinforcing Berghaus’ standing in urban outdoor fashion.
- It includes striking murals and poster placements in key locations across London and Manchester.
Liam Gallagher, known for his role as the frontman of Oasis, is at the forefront of a notable national Out of Home advertising effort for a prominent outdoor clothing company. This campaign, crafted by the media investment group GroupM and titled ‘Icons’, celebrates the longstanding bond between Gallagher and the brand, reaching back to the 1990s when he frequently wore their apparel.
Captured by the renowned British photographer Alasdair Mclellan, the campaign showcases Gallagher wearing the vintage Berghaus Trango Jacket, a design introduced in Newcastle in 1986. This initiative follows the recent announcement of Oasis’ much-awaited return to performance in 2025, adding additional excitement to the campaign’s launch.
The campaign aims to reassert Berghaus’ position in the urban outdoor fashion landscape, blending traditional British style with contemporary designs. The campaign’s message is clear, emphasising a bold reimagining of outdoor fashion that merges both style and functionality.
In addition to the main campaign, Berghaus introduced their ‘Cold Studies’ collection earlier in the month, which features weather-resistant jackets suited for daily outdoor activities in unpredictable British climates. This collection was promoted through high-visibility ‘flyposting’ efforts in high-traffic areas, including Manchester and London’s busiest stations.
The Icons campaign is visible across top roadside locations and prominent spaces in London and Manchester. Key sites include The Kensington, Holland Park, Shoreditch High Street, and Angel Square. Furthermore, the campaign extends into Transvision screens at major rail stations and large-format placements within the London Underground.
Adding to the campaign’s visual impact are two hand-painted murals, one situated on Swan Street in Manchester and another in Brick Lane, London. These murals complement the campaign’s creative reach, making it almost impossible to miss in these musically historic cities.
Saeeda Seddon, a senior account manager at GroupM UK, expressed excitement about the campaign, noting its perfect alignment of outdoor fashion with Out of Home advertising platforms. This synergy is supported by proprietary data to optimise visibility and audience engagement.
The campaign’s marketing lead, Dan Cunningham of Berghaus, highlighted the murals as part of the city’s essence, transforming these visual elements into transient but memorable urban art pieces that merge with the city’s fabric.
This campaign cements Liam Gallagher’s role in promoting British outdoor fashion, bridging music and style.
