Fabric PR seeded trophy Joe’s Jeans denim styles to key digital influencers and fashion editors for a three-month period to announce the brand’s return to the UK. Dovetailing with the product seeding, FPR re-launched the brand at a ‘must attend’ VIP party on the rooftop of private members club Shoreditch House.
With US supermodel and face of Joe’s Jeans Taylor Hill hosting the party and London designer Henry Holland manning the decks, Fabric PR secured attendance from over 200 VIP party people. Guests on the night included the likes of Jack Guinness, Neelam Gill, Amber Le Bon, Pixie Geldof, Thom Evans, India Rose James plus a host of fashion editors from titles including Vogue, Grazia, Elle, Marie Claire, Tatler, LOVE, The Daily Telegraph and The Times.
Following the event and a same day press junket with Taylor Hill, 42 pieces of launch coverage were published with an AVE value of over £1.2million including top tier titles Vogue, Sunday Times Style, LOVE, Evening Standard and Harpers. The event also clocked-up over 65 social media hits on the night, with premier league influencers and editors all tagging the brand.
Joe’s Jeans reported a significant increase in UK traffic to its global website following the launch strategy which also helped the brand sign-up a network of tier-one stockists across the UK and re-establish it as a firm favourite with the UK’s leading It Girls and influencers.