BRINGING BACK THE LEGACY

Safa Siddiq

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I’m Safa Siddiq, a Fashion Marketing graduate from London College of Fashion, with an interest for culture driven strategy and storytelling that resonates with a wide range of consumer bases. My work sits at the intersection of nostalgia, music, and identity; combining trend research, digital innovation, and community insight to create campaigns that are emotionally and culturally powerful.

With experience across Adidas, Beauty Pie, and London Fashion Week, along with 5M+ TikTok views, I bring both industry knowledge and a creator’s instinct to every brief. I build concepts that aren’t just visually striking, they connect, move, and leave an imprint.

I’m Safa Siddiq, a Fashion Marketing graduate from London College of Fashion, with an interest fo...

Timeless Originals is a 360° campaign designed to revive Adidas’s fashion credibility by addressing its footwear-apparel sales imbalance. Centred around nostalgia and UK music culture, the campaign features a hero ad with Little Simz, a throwback trend (#MyAdidasSelf), and a limited-edition apparel collection. Phase two activates at Parklife Festival through immersive pop-ups, a second hashtag (#OriginalsAtParklife), and an in-store VR experience. The strategy positions Adidas apparel as emotionally resonant and culturally relevant, reconnecting with Gen Z and Millennial consumers. The project reimagines heritage not as history, but as a living part of fashion’s future.

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BRINGING BACK THE LEGACY

Timeless Originals is a 360° campaign designed to revive Adidas’s fashion credibility by addressing its footwear-apparel sales imbalance. Centred around nostalgia and UK music culture, the campaign features a hero ad with Little Simz, a throwback trend (#MyAdidasSelf), and a l...

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