Laura Ashley came chose us to develop a fashion collection based on their famous archive prints, brought up to date with new shapes and fabrications. We worked closely with the buying and design team to realise the collection, then collaborated with a top fashion stylist, Julia Morgan, and photographer, to bring the collection to life in a series of beautiful images, shot at a lavender farm in Kent, which then formed the basis of our messaging.
The imagery was seeded to top press alongside information regarding the Laura Ashley archival prints and the modern new direction. A series of fashion content kept the news fresh and lively as we worked across three subsequent collections.
We hosted a launch event with a beautiful breakfast at the stunning Brasserie of Light in London, where we showcased the collection to 15 hand-picked editors who were able to speak to the Laura Ashley team about the legacy of the brand and its new direction. Each guest was invited to pick a piece from the collection for their personal wardrobe. Resulting coverage saw the key messaging of a heritage brand revival in the Daily Mail, Grazia, Telegraph and Woman & Home among others.
Working with Kat Farmer, we devised an influencer programme to bring the brand to new audiences and drive recognition and sales. The dedicated hashtag #LookagainatLauraAshley was then used in stores and at point of sale to drive the seasonal marketing campaign.
We devised a strategic celebrity gifting programme, selecting talent who would reflect the brand values of beautiful British design and appeal to our target audience. Subsequently, the dresses were worn on daytime TV by Holly Willoughby, Kate Garraway and Susannah Reid and became immediate best-sellers.
Mini postcards featuring the imagery were sent to key contacts and a targeted gifting programme of select edits targeted top editors, stylists and celebrities.
Our London showroom was revamped to accommodate the new collection, and tigerbond created edits of the main range that was aligned to the fashion news agenda. One to One appointments saw product featured on shopping pages and fashion spreads.
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