Axel Arigato revives teleshopping for social-first festive campaign

Axel Arigato has launched Shop The Drop, a festive 2026 campaign built as a series of episodes inspired by nostalgic morning television, shopping networks and festive broadcasts, according to a press release from the brand. The campaign launched on 11 November and will release new content every week until Christmas on Axel Arigato’s Instagram and TikTok channels.

Led by creative director Jens Werner, the campaign presents the season’s sneakers, ready-to-wear and accessories through a cast of recurring hosts. The brand describes the approach as turning gifting into entertainment, with all the performance of daytime TV.

“We found inspiration in how shopping on screen used to be, from morning TV to the old shopping channels, all within our Back to Back theme. So we made our own: a shopping channel, a hotline, an unboxing, each with a host who has real character. It’s playful and slightly absurd on purpose, and it gives people a reason to come back every week,” said Werner.

In Shop The Drop with Youzy, the host plays Justine, a Parisian shop assistant he created after watching saleswomen in Paris stores, and sells the season’s sneakers in teleshopping style. In Shop The Drop with Deba, Deba Hekmat styles looks for different festive occasions, presenting womenswear and sneakers. On Holiday Hotline, Charlie Betts parodies the festive phone-in format with gift advice. In Unboxing with Simon & Naomi, the pair behind Go On Then open boxes of sneakers that also contain a Swedish Princess cake and iced biscuits shaped like horses and socks.

The episodes were directed by Danny Sangra and shot in London on a set designed as half broadcast studio, half living room. At its centre stands a giant red horse inspired by a Swedish folk icon, made by Rhea Thierstein and commissioned by Motive.

A gift guide, with still life photography by Liam Clarke, went live alongside the first episodes. It features the Daze, Clean 90, Dice, Orbit and Zane sneakers, as well as knitwear, puffers and accessories.

In stores, the red horse will appear in window displays in London, Paris, Stockholm and New York.