Global fashion PR leader KCD took full advantage of the return of IRL events this year. The renowned team managed guest experience and press for several milestone events including Gucci Hollywood Boulevard, Gucci Cruise in Puglia, The 15 Percent Pledge Gala, the CFDA Awards, Valentino Couture in Rome, Balmain Festival, Alexander McQueen’s show in NY, Ralph Lauren’s return to the runway and, of course, the two Met Galas, last September and this May. In addition to orchestrating local and international in-person activations, the agency started working more with brands on ambassador programs for digital influencers. For instance, to introduce H&M's Circular Design story collection, the most sustainable and innovative high fashion collection yet, KCD contracted 24 talents and four celebrities to exclusively style and create content surrounding the playful vibe and high energy of the collection. The campaign was executed in three key phases, to tease and create awareness from days before the launch, to the day of the launch.
Leadership team:
Julie Mannion, Chairman
Rachna Shah, Partner & Managing Director
Renee Barletta, Partner, Media Relations, KCD NY
Alexis Arnault, Partner, Media Relations, KCD Paris
Nan Richards, Managing Director, KCD London
Notable long-term clients:
Givenchy, Maison Margiela, Farfetch, CFDA, Anna Sui, Tom Ford, Balmain, Tory Burch, Chloe, Isabel Marant, Alexander McQueen, Burberry, Cartier, Diesel, Fendi, Gucci, H&M, Hermes, Coach, Jason Wu, Prabal Gurung, Tommy Hilfiger, Metropolitan Museum of Art, Vogue, WSJ Magazine
New client wins:
Victoria’s Secret, APL (Athletic Propulsion Labs), Brother Vellies, LoveShackFancy, Iris van Herpen, Marine Serre, Brunello Cucinelli, Miista, Bonobos, Neiman Marcus Group, COS
How are you innovating and moving the industry forward?
“We continue to partner with Launchmetrics on their product (we initially developed Fashion GPS software solutions with founder Eddie Mullon). Earned media is under even greater scrutiny these days, so we are challenged to prove ROI in a much more sophisticated way, which we can do with the proper tools. With Launchmetrics’ purchase of DMR, their tools will continue to be the basis for industry standards.”
