Dr. Martens Buzz SS26

Brief
Spring/Summer 2026 marks the next chapter for Buzz – the playful, hyper-feminine counterpart within the Dr. Martens universe. Following a strong debut, the focus shifted to building global recognition for the Buzz sole while evolving the silhouette and colour palette to establish Buzz as an icon in its own right.

Buzz represents a softer yet bolder form of self-expression, rooted in girlhood nostalgia, feminine aesthetics, and modern independence, where style and identity take centre stage. The objective was to showcase Buzz SS26 through authentic winter street style during Copenhagen Fashion Week, creating versatile content tailored for owned, paid, and wholesale channels.

Our Work
AWB led the local content production and media activation for Buzz SS26 during Copenhagen Fashion Week, focusing on winter street style and how the product is worn in a real urban setting. In collaboration with Vogue Scandinavia, we produced editorial-led content featuring two local talents who styled themselves in winter looks with Buzz as the hero product.

In addition to still imagery, AWB produced video content for Dr. Martens' owned social channels. The content was also published across the talents' own platforms to maximise reach and organic visibility.