When high-fashion designer Asher Levine wanted to take over the streets of New York City and generate buzz around the brand's latest collection, the vision called for something bold, highly visible, and impossible to ignore.
Asher Levine connected with Mr. Wheatpaste Posters to bring that vision to life through a large-scale New York City wheatpaste poster campaign.
The result? A street-level fashion campaign that surpassed expectations and transformed busy areas throughout NYC into an extension of the Asher Levine brand.
Four Designs. One Bold NYC Campaign.
The campaign featured four unique designs, each highlighting pieces from the latest Asher Levine collection.
Rather than opting for a smaller poster format, the campaign utilized our 48x72 jumbo wheatpaste posters, allowing each image and fashion piece to command significantly more attention at street level.
The creative direction was already striking, but the decision to incorporate a neon finish into the posters took the campaign another step further.
Against New York City's constantly changing backdrop of buildings, storefronts, construction walls, traffic, pedestrians, and competing advertisements, the neon creative immediately helped the Asher Levine posters stand apart.
Each placement gave New Yorkers a glimpse into the designer's latest collection while creating the type of visual impact expected from a high-fashion street campaign.
Why 48x72 Posters Work for High Fashion
For our high-fashion clients, Mr. Wheatpaste Posters regularly recommends the 48x72 poster format for brands that want to go the extra mile.
Size matters when advertising on the streets of New York.
A 48x72 wheatpaste poster provides considerably more visual real estate for photography, typography, branding, and creative storytelling. When several posters are installed together, that impact becomes even greater.
For a fashion campaign like Asher Levine's, the oversized format allowed the collection photography to become the focal point. Instead of simply advertising the brand, each placement could feel more like a piece of outdoor fashion editorial.
That's exactly what we want from this style of marketing.
When a brand invests heavily in its collection, photography, styling, models, and overall creative direction, the final street presentation should mirror that same level of ambition.
Taking Asher Levine Across New York City
Mr. Wheatpaste Posters executed the campaign throughout key high-traffic areas across New York City's five boroughs, strategically placing the creative where it could interact with everyday consumers.
The campaign remained active for approximately 2–3 weeks, providing an extended window for New Yorkers to repeatedly encounter the Asher Levine collection as they moved throughout the city.
This repeated exposure is an important part of an effective wheatpaste campaign.
Someone may see a poster during their morning commute, encounter another placement while shopping or meeting friends, and then see the creative again in another neighborhood days later. That repetition helps turn a street poster into something more memorable.
For Asher Levine, the objective was to take over the streets and create buzz. Our job was to translate that vision into a physical campaign capable of competing for attention in one of the busiest advertising markets in the world.
Fashion Belongs on the Streets
New York City has always had a close relationship with fashion and street culture.
That's one of the reasons wheatpaste advertising works particularly well for fashion brands.
It allows polished campaign imagery to leave the screen, showroom, or lookbook and become part of the city itself.
Asher Levine's combination of four designs, oversized 48x72 posters, neon creative, and strategic NYC placementcreated a campaign built specifically for that environment.
The streets became the media placement.
The city became the backdrop.
And the latest Asher Levine collection became the centerpiece.
Mr. Wheatpaste Posters × Asher Levine
For Mr. Wheatpaste Posters, a successful campaign isn't simply about putting posters on walls. It's about understanding the brand, the creative, the audience, and the level of visibility needed to make the campaign feel significant.
For Asher Levine, that meant executing a bold campaign capable of reflecting the creativity and visual identity of a high-fashion designer.
Over 2–3 weeks, the Asher Levine campaign brought four pieces of campaign creative to high-traffic areas throughout New York City using our signature 48x72 wheatpaste format—and delivered the street presence the brand envisioned.
Launch a Wheatpaste Campaign in New York City
Are you a fashion designer, clothing brand, creative agency, musician, lifestyle company, or emerging brand looking to create your own moment on the streets of New York?
Mr. Wheatpaste Posters specializes in executing wheatpaste poster campaigns throughout New York City, from targeted neighborhood activations to large-scale campaigns designed to generate citywide awareness.
Whether you're launching a new collection, preparing for New York Fashion Week, opening a store, promoting an event, or simply looking to put your brand directly in front of New Yorkers, we'll help develop a campaign around your creative, budget, timeline, and desired areas.
Interested in launching your first wheatpaste poster campaign? Contact Mr. Wheatpaste Posters today and let's bring your brand to the streets of New York City.
