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Rebecca Minkoff

Our strategic approach to launching NY based designer Rebecca Minkoff into the UK lead to a number of 'one to watch' profiles and news stories

What We Did

Dust PR London launched the brand into the UK with a trunk show and one to one appointments with key editors / fashion stylists which enabled the media to engage with Rebecca personally

For this we identified the editors, stylists and writers who would have a personal style connection with the brand to build strong foundations for ongoing editorial support

We focused our story telling on Rebecca's industry credentials in her home market supported by an impression of Rebecca's lifestyle in NY, to position and build personality around the brand

As a result we secured a number of 'One to watch' features and profiles in titles such as In Style, Grazia and You in tandem with strong fashion editorial in titles such as Vogue, Stella and Sunday Times Style (both in round ups, shopping pages and main fashion)

We also implemented a targeted VIP seeding campaign that we leveraged fully with the media to build the buzz around the brand and the sales team used to drive wholesale buy in - VIP placement successes include Daisy Lowe, Keira Knightley, Suki Waterhouse, Agyness Deyn and Emilia Clarke

Selfridges, Harvey Nichols and key independents, buoyed by the press & VIP momentum around the brand bought the collection

In our fourth season with the brand we organised an intimate mid season cocktail event for VIPs and top tier media at Hix, Belgravia which was attended by Suki Waterhouse, Amber Le Bon, Ben Grimes, Clara Paget, Nick Grimshaw and Henry Holland as well as key media from titles such as Vogue, Harpers, Elle, ES Magazine and Sunday Times Style

Left : Vogue, bag | Right : InStyle, news story
InStyle.co.uk, bag
Grazia Daily, profile
Left : Elle, bag top right | Right : You Magazine, news story
Left : Sunday Times Style, lifestyle image | Right : Sunday Times Style, bag top right
Left: Glamour, clutch bag | Right : Drapers, profile
Left : Grazia, news story | Right : Stella Magazine, bag
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