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THE NORTH FACE – BLACK SERIES LAUNCH X PARIS FASHION WEEK

CHALLENGE

How anchor a fashion & design positioning to the new Black Series range, including among fashion industry actors and international targets?

ACTION PLAN

Double launch event organisation during the Woman Paris Fashion Week:

  • Day: conceptual showroom for French and international tier media
  • Evening: launch event for French and International press / influencers / trendsetters

A disruptive & ultra premium scenography at Musée des Arts Décoratifs

Interviews campaign with Tim Hamilton, Head of Global Creative at THE NORTH FACE

Seeding campaign for a top tier selection of celebrities and influencers

Negotiation of media partnerships with Fédération Française de la Haute Couture et de la Mode, VOGUE PARIS and SAY WHO to support the launch

Coordination of European PR agencies

RESULTS

  • 35 journalists attending the showroom: VOGUE, L’OFFICIEL, GQ, NUMÉRO, CITIZEN K, MADAME FIGARO, GRAZIA….
  • 8 interviews for Tim Hamilton et his creative team: AFP, Fashion Network, M le Monde…
  • 750 attendings at the launch evening event including Jess Glynne, Sarah Andelman, Tekilatex, Ibeye…
  • More than 320 stories and posts on social media