Most fashion brands host seasonal press days, twice a year, to show off their newest collections and over this four-week period, fashion and shopping press and stylists are busy running from event to event to event. Our challenge was to make F&F stand out from the rest and secure top tier media attendees.
To get cut through in the midst of all the events, the F&F press day needed to be in an impressive venue, with stand-out styling that was Instagrammable.
We organised and hosted an all-day event where womenswear, menswear, kidswear, activewear and accessories collections were set up over three floors at a central London venue, with a large café style space in the middle to encourage dwell time. A model showed off key styles and press could request for specific outfits to be modelled. In addition to canapés and cocktails, media could have their own unicorn bagel made for them to enjoy at the venue or take away in a F&F bag.
We hosted over 170 UK editors, stylists and influencers from our top-tier titles including Stylist, Grazia, Daily Mail, Sunday Times Style, Daily Express and many, many more – smashing our target of 100-120 with attendees posting images, films and boomerangs all over social media and a long list of product call-ins as a direct result. And top praise, our client said it was their best press day yet!
