HOUSE OF
FLAMIN’ HAUTE

H&S faced the unique challenge of elevating Cheetos, a beloved snack brand, into the exclusive world of New York Fashion Week, aiming to "Feed the Cult" and reach a new audience. The key was to create a campaign that would resonate with the fashion community while staying true to Cheetos' playful identity. Working with an integrated agency team, H&S responded with a bold strategy which included setting up a Cheetos-inspired beauty salon, curating a full-scale runway show (including casting and logistics), orchestrating collaborations with select influencers to style Cheetos-inspired looks ("lewks"), securing performances by hip-hop star Saweetie and appearances by celebrities like Scott Disick and Ashanti. The campaign culminated in a public salon pop-up, democratizing the fashion week experience for Cheetos fans.