Popeye and Olive Oyl announce the retail launch of their capsule collection within the 2022 fall/winter Iceberg line, a second drop in the collection that was first revealed in spring this year. A selection of items was unveiled via a Fashion Week marketing campaign from Wild Posting back Q1 2022 across Milan, New York, Berlin and Paris, and more looks are now set to debut in Milan this month through another promotion. 

The collection, now available at retail, features more than 60 SKUs with Popeye-inspired, nautical themed designs throughout the line. Items inspired by the sailorman include a wide range of products across jackets, tops and pants. Iceberg also revealed a new set of fashion pieces inspired by Olive Oyl. Iceberg’s new women’s FW 2022 collection features tops, dresses, jackets and pants in the brand’s signature sportswear style. 

To promote the new apparel, Milan’s trams will be “dressed up” in the FW22 Iceberg collection during its upcoming Fashion Week. In addition, in September/October 2022 more actions will be taken: another tram in a major city in Europe plus postings and billboards in strategic locations around Europe.  

“It’s all about forming a digital connection to the Iceberg world,” says James Long, creative director, Iceberg. “I wanted the posters to feel like the catwalk was on the streets of these cities.” 

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The high-end sportswear brand took a creative marketing approach earlier this year to present the FW22 Popeye and Olive Oyl collection via public installations including videos and posters placed in prominent public spaces such as buildings, underpasses, park gates and bus stops in key cities. Each poster design displayed a scannable QR code linking directly to Iceberg.com. In Milan, a full-motion LED wall with a 10-inch spot was constructed in the heart of the city during Fashion Week. 

“We’re excited that the entire FW22 Iceberg Collection is now available at retail for fans to enjoy, and we want to congratulate the Iceberg team for their cutting-edge marketing campaigns that have amplified our amazing partnership,” says Carla Silva, vice president and general manager, global head, licensing, King Features. “Popeye and Olive Oyl’s fashionable styles have been showcased all over the world with Iceberg promotions spanning from the bus stops in New York City to the railways of Milan.”