This spring, the V&A is staging a major new exhibition to showcase Italy’s rich and influential contribution to fashion over the last 70 years, and has appointed taxi specialists Ubiquitous to bring news of the show to the streets of London via a fleet of 40 branded taxis. The Glamour of Italian Fashion 1945-2014 includes more than 100 ensembles and accessories by leading Italian fashion houses including Dolce & Gabbana, Giorgio Armani, Emilio Pucci, Fendi, Gucci, Valentino and Versace.

The taxi campaign, brought to the city’s streets by Ubiquitous, features an elegant photograph from Gianfranco Ferré’s autumn/winter advertising campaign in 1991. This captivating image is featured on both the exterior of the taxis and inside on the tip-seats – making sure a touch of glamour is added to the capital’s streets and to passengers throughout their journey.

Commenting on the campaign, Sarah Armond, Senior Marketing Manager at the V&A said: “For each major exhibition at the V&A, we tailor our campaigns and choice of media to suit the target audience. The taxi campaign we feel is an impactful way to advertise a fashion exhibition to an audience likely to be out working, shopping and socialising. The nature of London taxis to travel to all corners of the city we hope will capture the attention of both regular museum attendees and visitors to the capital.”

Andrew Barnett, Managing Director at Ubiquitous commented: “With so many arts and cultural events taking place in London every day, it is a competitive market for museums to attract visitors. Since they reach such a broad audience, black taxis are an excellent vehicle for securing city-wide coverage that stands out from the crowd. In such a fashion-loving city as London, taxis will also deliver exposure of the V&A’s spring exhibition to a captive audience.”