SNL UK: Premiere Collection

A premiere, not an anniversary. A shirt, then a campaign.

I developed and created the very first official merchandise for Saturday Night Live UK, created in collaboration with SNL costume designer Tom Broecker and now available through the NBC Store. (An honour, with a “u”!) From there, I expanded the project into a conceptual “Premiere Collection,” developing the collection concept, campaign direction, and written language alongside the merchandise design.

The concept was rooted in what I called a “reverse rebellion” approach — launching a brand-new show in the shadow of SNL’s 50-year legacy in the U.S. by celebrating the opposite: Series One, the premiere, the new cast, and the beginning. The collection treated the premiere like a fashion launch, using British cultural references, tabloid tone, and cast-led campaign visuals to build a UK-specific identity using existing show assets.

The goal was to position the merchandise as part of the show’s identity and launch strategy, rather than standalone product — where the collection, campaign, and premiere all launch together.