Stella Artois slams phone distractions with ridiculous fashion line

"Les Hautes Pockets" is an extension of the brand's "Joie de Bière" campaign.

Just in: radical breakthrough in the fashion world.

Stella Artois has created a very high pocket for fad-loving beautiful people who want to conceal their phones in style.

The movement, dubbed "Les Haute Pockets," is Stella’s way of telling you to put down your phone and enjoy life (or, in this case, the New York Fashion Week runway). It was created with Mother in New York. 

"Technology plays a huge role in our everyday lives and frequently impacts how we experience a moment in time," said Harry Lewis, vice president at Stella Artois.

"Haute Pockets is one way Stella Artois is playfully reminding people to set aside distractions and be present so that they are able to savor life’s simple pleasures. While we know that real time content capture and social sharing is something native to events like New York Fashion Week, we’re hoping to inspire attendees to take a moment and put down their phone in order to really savor all of the unique experiences fashion week has to offer."

A hero video spot and static ads are running on Stella Artois’ channels, Hearst online and digital platforms, as well as OOH displays in New York -- including bus wraps and NYC Link commercials.

The creative highlights an innovative fashion collection that features chic pockets, modeled by ridiculously good-looking immortals.

The initiative is an extension of Stella’s campaign "Joie de Bière" or "Joy of Beer," playing off of the French phrase "joie de vivre," which means joy of living. It was launched in April.

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