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Carnaby Style Night with GQ Magazine 2017

On 4 May 2017, Sister London managed the sixth Carnaby Style Night in association with GQ Magazine. Thousands of stylish shoppers filled the 13 streets of Carnaby to enjoy 20% off in over 100 shops, bars, restaurants and cafés, as well as complimentary drinks, live music, in-store DJs, illustrators, grooming, trainer cleaning, makeovers and more.

Our aims and objectives were to drive footfall, awareness and sales across both retail and food and drink tenants. #CarnabyStyleNight was trending on Twitter for 3 hours and we received 128,000 pre-promote video views.

Sister managed the event, marketing campaign, media relations and digital analytics along with creating exciting, free on-street activities.

Johnny’s Chop Shop were offering live on-street buzzcuts to punters on Carnaby Stree alongside digital fashion illustrations sent straight to the visitor’s phone. Up in the Newburgh Quarter, our Airstream Style Studio provided shoppers the chance to try on the latest trends and snap their own GIF, whilst pop-up bar BeetleJuice provided 2,000 free cocktails to ticketholders on Ganton Street.

This year, Sister worked closely with GQ to create a 6 page advertorial for the event, including a fashion shoot featuring stylish men who work in Carnaby. Alongside this, we created a pre-promote video which was shared on Carnaby social, as well as on GQ online.


GQ hosted a pop-up store where shoppers could browse seasonal trends and receive style advice from the GQ team, while Style Hunters rewarded the most stylish with Carnaby goodie bags worth £200.

Sister worked with menswear influencer Garcon Jon to create a blog post featuring interviews with key menswear characters from Carnaby, as well as Instagram pre-promotion with GQ’s Associate Style Editor Nick Carvell.

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