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Fashion & Accessories PR

GEOX and Infiniti Red Bull Racing Retail Event Partnership


APR launched a fully integrated PR and social media campaign to support in-store retail activation for global shoe and apparel brand GEOX, with one of their leading retailers, John Lewis on Oxford Street to drive product sales.

As one of the official partners of the Infiniti Red Bull F1 Racing Team, an in-store pop-up event in John Lewis was curated, co-hosted by GEOX and Infiniti Red Bull Racing driver Mark Webber. To animate the experience, consumers raced against one another to achieve the fastest lap on the driving simulators over a two-day period, to win the opportunity to race against Mark Webber. In addition a VIP invitation only event was held after in the GEOX flagship store on Oxford Street to secure one-on-one interviews.

The campaign achieved extensive editorial coverage, social media buzz and word of mouth comment, delivering an increase in GEOX sales by +780%, totaling £11,600 in revenue.

Claudia Sebire Celebrates 25 Years

Claudia Sebire

To celebrate 25 years of success in the fashion world, Claudia Sebire, the luxury Chelsea boutique, partnered with German label Strenesse to create the limited edition ‘Claudia’ cavallino skin handbag. APR initiated and implemented a media relations PR strategy to generate editorial coverage around the launch and liaised with the industry’s leading opinion formers, gifting several with the handbag. The activity resulted in quality product placement coverage and news pieces throughout long lead, regional and online media.

The Dancers’ Shoemaker

Salvatore Ferragamo

Briefed to build up the customer database for Salvatore Ferragamo’s new Bond Street, we approached The London Children’s Ballet to sponsor their 10th Anniverseary Gala Performance at the Peacock Theatre attended by 600 high net worth supporters and society movers and shakers. A limited edition Ferragamo ballet pump was created and promoted on the night to be sold in aid of the charity. The supporters were then invited to attend a trunk show fundraiser at the store during £4,000 of ballet pump sales were made on the night.  The campaign resulted in a refreshed database of high net worth contacts.

Linea by Maidenform House of Fraser Event


APR were asked to put together a consumer event to celebrate the launch of the collaborative lingerie collection between Maidenform and House of Fraser. The evening consisted of a Linea by Maidenform fashion show, debuting the new collection alongside Linea’s S/S 2012 clothing. Cocktails, exclusive bra fittings, a bra-themed photography shoot area and an evening of discounted shopping were on offer to consumers and invited members of the press.

The ‘Tail’ of Kilgour: Unique Fred Astaire Inspired Evening Tails


APR Communications presented Kilgour’s talent for bespoke creations via a showcase of the Fred Astaire evening tails inspired by the one the greatest film stars and past patrons of the brand. APR coordinated one-on-one briefings with leading menswear writers and the head cutter during the production process. An exclusive with Simon Crompton was secured and the press release and images were then distributed to the wider media.  Coverage was secured in The Times Magazine, Shortlist, Square Mile, Brumell, The Mayfair Magazine, The Rake and Vertu Magazine.

Fitriani Winter Collection Lunch


APR organised a consumer event to celebrate the launch of the Fitriani Autumn/ Winter 2011 Collection. The luxurious gowns were showcased at a three-course lunch where guests, including Mary Fellowes and Amber Nuttall, were treated to Bellinis and an Italian feast.  Owner Fitriani Hay and Sairah Hicks, Fitriani’s Head of Design, hosted the event. APR organised for photography of the event to be featured as an exclusive on

Fitriani Celebrity Dressing


Part of the brand strategy for Fitriani 2011 included a focus on celebrity dressing. APR Communications initiated relationships on behalf of the brand with top stylists and secured dressing opportunities with celebrities including Helen Mirren (Oscars 2011), Michelle Dockery, Jessica Chastain, Susannah Fielding, Jessica Brown-Findlay, Kimberley Walsh etc

The Bernard Weatherill Polo Cup

Bernard Weatherill

Bernard Weatherill hosted a charity polo day at Beaufort Polo Club in aid of the Henry Van Straubenzee  Memorial Fund and The Royal Marsden Hospital in which HRH Prince Harry took part. APR Communications were tasked with communicating the brand’s involvement in the charity match, generating diary coverage and educating press on the new capsule polo collection that was to be launched by the brand. Invitations were extended to existing Bernard Weatherill clients and high net worth contacts of APR as well as a selection of specialist media titles to attend the polo match resulting in an excellent guest turn out and diary coverage in Daily Mail, Daily Express, Daily Telegraph, The Independent, Hello! and OK!

‘A Night In The Country’ with Bernard Weatherill

Bernard Weatherill

An intimate dinner was hosted for editors of luxury and country titles, plus opinion formers to celebrate the opening of Bernard Weatherill’s new flagship store on Savile Row.  Guests were invited to enjoy ‘A Night in the Country’ with the bespoke countrywear brand at a country house style dinner party. The evening’s entertainment was provided by two professional opera singers who modeled the new Bernard Weatherill collection.

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