Deliver a media strategy to spotlight regeneratively farmed fibre brand Nativa’s partnership with Stella McCartney at Paris Fashion Week SS24
OVERVIEW
FPR used its client Nativa’s partnership with designer Stella McCartney to amplify brand recognition of the regeneratively farmed fibre brand to consumers via fashion media coverage around the SS24 Stella McCartney catwalk show during Paris Fashion Week.
Nativa’s regeneratively grown merino wool was showcased on Stella McCartney’s catwalk and in an immersive Parisian pop-up market running alongside in the Marché Saxe-Breteuil area.
The ‘Stella Sustainable Market’ showcased longterm leading sustainable partners and suppliers including Nativa and highlighted the brand’s commitment to innovation and the environment through storytelling moments which Fabric helped curate.
The star-studded audience included Paul McCartney, Ringo Starr, Charlotte Rampling, Melanie C, Paris Jackson, and Naomie Harris. Lila Moss and Natalia Vodianova walked the runway. Other attendees included Jameela Jamil, Greta Gerwig, Haley Williams, and Tiffany Haddish.
FPR targeted UK and international B2B fashion, textile and sustainable press.
It was also an opportunity to showcase the blockchain-backed traceable wool supplier Nativa to the luxury wider fashion industry and luxury brands.
Results
Over ten pieces of coverage including international publications across multiple territories such as Fashion United, Fashion Network and Footwear Now.
Numerous social mentions around the show and celebrities visiting Nativa’s showcase before and after the show.
Client reporting subsequent enquiries from relevant luxury brands from the exposure at the Stella McCartney SS24 show.
