Calzedonia gives a New York cab a leggy makeover

Calzedonia is taking its tights onto the streets of New York for Fashion Week, turning a yellow cab into a moving legwear ad while opening a SoHo pop-up.

The Italian fashion brand’s most eye-catching move is a custom taxi with a pair of three-dimensional legs emerging from its roof.

It is joined by a large-format billboard in Williamsburg, delivered with ad tech platform Blindspot.

Rather than compete for attention on the runway, Calzedonia is using the city itself as its media.

The approach has echoes of Tiffany’s cab takeover, which turned New York taxis blue, while its focus on catching Fashion Week audiences between shows recalls Coat’s recent street-level Fashion Week stunt.

The campaign continues with The Stoop, a New York Fashion Week pop-up inspired by the city’s brownstone steps.

The space gives editors, models, stylists and creators somewhere to stop between shows, refresh their look, make content and explore Calzedonia’s latest legwear.

During Fashion Week, some of the most interesting fashion happens outside the shows. Calzedonia is making sure its tights are part of that street-level spectacle.

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