Dust PR London introduced premium directional LA jersey wear brand into the UK with a strategic blend of well placed editorial with VIP seeding

What We Did

Dust PR London approached the launch of LnA into the UK market by conducting a series of one to one briefings with carefully chosen editors and stylists to establish its premium positioning

Running alongside this was a strategic VIP seeding programme that targeted key influencers whose personal style reflected the brand's edgy androgynous downtown LA aesthetic

Our approach ensured we got the brand on the radar of key influencers and became the staple go-to for VIPs such as Kate Moss


The PR we secured directly influenced the brand being stocked in Browns Focus, Liberty, Harvey Nichols and Selfridges

Kate Moss and Keira Knightley were both photographed and published wearing items sent to them as gifts by Dust while Agyness Deyn was photographed at our Neal Street showroom with her LnA zip leggings. Other VIP placements include Lily Allen, Georgia May Jagger, Emily Blunt, Kaya Scodalario, Alexa Chung, Daisy Lowe, Lauren Laverne and Tamsin Egerton

Left : Leigh Lezark in InStyle, leggings | Right : Stella, vest
Left : Lily Allen in Elle, leggings | Right : Kate Moss, vest
Left : Vogue, leggings | Right : Grazia, leggings
Glamour, leggings
Left : Elle Online, t-shirt | Right : Grazia Daily, brand feature
Left : Marie Claire, t-shirt | Right : Vogue, leggings
Left : You Magazine, news story | Right : Vogue, vest
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