ETHOLOGIE by JASPER GARVIDA - SS16 Campaign & Show

I was 20 years old when, at the end of my very first year as a PR student, an opportunity fell right in between my hands. A designer friend asked me whether I wanted to give fashion PR a go, at the atelier of Ethologie by Jasper Garvida. Excited with the prospect of a first work experience in the London, I said yes and attended the interview. I knew the interview went nice and smooth. One thing I did not know was that being the brand on a strict budget and therefore working with plenty of interns, I was going to be in charge of the communication department. That is exactly how my first PR experience became the most challenging adventure of my life. What I got to do as Jasper Garvida’s PR manager went beyond anything that a first year PR student could expect. I got to run the whole department, coordinating a team of five social media, marketing and PR interns. My efforts in the company were mainly focused in planning and running the campaign for the designer Spring/Summer 2016 collection: from sourcing material sponsorships, monetary sponsorships, designer partnerships, digital promotion to the catwalk event at London Fashion Week. The results: the designer spent £0 in realising the SS16 collection, as the fabrics were solely sourced thanks to sponsorship deals. The Moroccan inspired collection was showcased during a glamorous catwalk hosted at Essie Carpets Piccadilly, attended by press, influencers and VIPs. All production costs and influencer engagements were covered by a £10,000 sponsorship deal with Olympus, who had a special Olympus Pen photo booth at the event. Coverage was guaranteed by blogger engagement, social media, Olympus’ user generated content and press involvement (including Vogue and ELLE magazine).