Imi truly ATE for Wendy's at London Fashion Week, leading the way to a new type of influencer content for 2026
We really turned up for Fashion Week!
Our Fashion Talent Director Mariella had the pleasure of attending London Fashion Week alongside our client Imi for a collaboration that truly ate 🍔🔥
Introducing Imi x Wendy’s x LFW; a campaign that blended fashion, culture and fast food in a way that felt fresh, disruptive and completely unmissable.
For this collaboration, our talent Imi was tasked with designing and creating a high-fashion look that brought Wendy’s to life for Fashion Week. The brief was bold from the start: playful, statement led and packed with personality. Think high impact styling, strong silhouettes and a look that served fashion with a side of attitude.
At 86 Talent, we worked closely with the team at The Fitting Room, the agency representing Wendy’s to bring the concept to life.
And when we say it was a speedy turnaround, we mean it with less than a week to pull it off. So Mariella & Imi got to work!
From initial concept ideation to the design and creation of the outfit, through to the event, content shoot and Fashion Week showcase, the entire project moved at serious pace. It was a true collaborative effort between teams to make sure the moment landed right in the middle of the Fashion Week buzz.
We kicked things off at Wendy’s Camden for the content shoot, capturing the look in its natural habitat before taking things to the Fashion Week stage.
The contrast of a high fashion look against the unmistakable Wendy’s setting created exactly the kind of visuals that thrive online; playful, disruptive and instantly shareable. As well a queue of people snapping Imi while waiting for their burger- did someone say organic UGC ✅
Then came the arrival.
Pulling up to a London Fashion Week show in a fully branded Wendy’s sprinter van? Iconic behaviour only. 🔥
As the van rolled up, all eyes were immediately on Imi. As she stepped out, she was fully papped on arrival, with photographers, guests and passersby instantly pulling out their phones.
Crowds gathered, people started filming and the buzz built in real time.
Imi quickly became the celebrity everyone had their eyes on as she hopped out of the sprinter van. A genuinely iconic Fashion Week moment that felt spontaneous, playful and perfectly on-brand.
Exactly the kind of disruptive, culturally relevant energy brands hope to tap into during London Fashion Week.
And because Fashion Week is thirsty (and hungry) work, the activation didn’t stop there.
Imi and the Wendy’s team handed out Wendy’s food to show attendees, creating a fun, unexpected moment for guests running between shows.
It was the perfect brand integration moment. Authentic, memorable and impossible to miss.
The campaign delivered both online and offline impact:
✨ Major organic reach
✨ Thousands of views and engagements across social platforms
✨ Real world buzz during Fashion Week
✨ Social traction across London Fashion Week communities and TikTok fashion pages
✨ Features in PRWeek and Verge Magazine
✨ Additional interview opportunities currently being finalised with further fashion and culture publications
The campaign also generated significant noise on social media, with the look being featured across multiple London Fashion Week round-up pages, fashion communities and “best looks” TikTok content.
It was a moment designed to travel… and it did✨
What this means for influencer marketing in the food and drink sector
Activations like this highlight a growing shift in how food and drink brands are approaching influencer marketing.
Instead of focusing purely on product promotion, brands are increasingly embedding themselves in cultural moments; from fashion and music to sport and entertainment.
For the food and drink sector, this opens up powerful opportunities.
Culture-first campaigns allow brands to show up in spaces where audiences are not expecting them, which instantly creates intrigue and shareability.
Creator-led storytelling also plays a huge role. When creators like Imi are at the centre of the moment,not just promoting it, but actively embodying the concept, the campaign feels far more authentic.
And finally, real-world activations that fuel digital conversation are proving incredibly powerful. A physical stunt like arriving in a branded van or handing out food outside a show creates the kind of unscripted moments people naturally film and share.
For food and drink brands looking to cut through crowded social feeds, the takeaway is clear: the most impactful influencer campaigns do not just advertise products, they create culture-led moments people want to be part of.
And when fashion, creators and a bold brand collide at the right moment, the result is exactly what we saw at London Fashion Week: a campaign people could not stop watching.
And we are not stopping there. Keep your eyes peeled for what is coming next! Oh and in the meantime, go and grab a Wendy’s. 🍔🔥
