Re-creating the World’s Oldest Tartan

Macnaughton Holdings / House of Edgar

Creative Strategy Public Relations


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When Macnaughton brought the fabled Glen Affric Tartan back to life, Spey was tasked with launching the re-created fabric for the modern consumer.

Working with them to understand the ‘story behind the story’ we created a campaign, key messages and narrative to capture the attention of the Scottish diaspora and love for tartan across the globe.

The campaign focussed on earned business, lifestyle, textiles, fashion and luxury media, going beyond a traditional Scottish  audience. Fashion influencers were engaged to showcase tartan products to a contemporary audience, with the fabric even earning an appearance alongside Scottish actor Alan Cumming on The Drew Barrymore Show (US).

Coverage featured in BBCDaily MailCNNSky News, Guardian and the Times.


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