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Organization of a press lunch for the sela fashion brand
To present to fashion journalists new philosophy of sela moms & monsters brand, to tell about the plans and interesting collaborations, to present the novelties of the spring collection
Background: sela is a Russian brand that entered the market in the 90s and actively saved those who wanted to dress beautifully and inexpensively. We started with swimwear, continued with youth fashion, and since 2019 sela became part of the Melon Fashion Group, where Zarina, Befree and Love Republic were already present. The brand has radically changed the concept, has grown in emotional content and high-quality implementation.
This year, sela has updated everything: branding, positioning, collections — now it's sela moms & monsters, which sells modern clothes for moms and children (little monsters, yes). There is honesty and great love in this title: "We call our children monsters. They drive us crazy. But we know for sure that they are the greatest happiness in the world."
What did the client want?
To present to fashion journalists the updated brand, its philosophy, tell about plans and interesting collaborations, show a fresh spring collection.
We prepared a presentation for the sela PR department team, rented a stylish L'appartement art space on Patriarchs in Moscow, and made a mini-presentation of the new collection in the showroom. On March 29, we invited 45 journalists, 35 of them came (!) — a huge turnout for Moscow, usually reaching 50%. Among them are representatives of the federal media and fashion editors of leading glossy publications for women.
- The first press event after the pause;
- Record conversion for Moscow (35 journalists out of 44 accredited);
- Positive feedback;
- The main goal of the event has been achieved;
- 10 publications on the results of lunch.