Young French label, Maison Labiche, specialising in embroidered unisex pieces for the perfect Parisian capsule wardrobe, was at the forefront of the personalisation trend. When appointed, Dust recognised the need to move fast to strengthen the brand’s positioning as the originator of the trend, and set out to make it the most visible creator of personalised pieces whilst also ensuring the product story didn’t get stuck on the tee.
An intensive media engagement program was implemented targeting high circulating weekend supplements, short-lead print and digital media to drive wide visibility and sales via UK stockists and the brand’s own website. Amplifying the personal approach, media one-to-one appointments were secured to create more intimate engagement with the brand. Dust secured Maison Labiche future relevance by highlighting the depth of the whole collection as well as focusing on the underexposed men’s range. The agency also worked closely with Harrods and Liberty London on brand activations which included a ‘design your own’ station.
Public + Media Relations
Digital + Social Media
Dust’s tailored approach resonated strongly with media and in a short period of time Maison Labiche was highlighted in GQ’s coveted “best new menswear items in the world this week” round up, Guardian Weekend’s “Going Up” barometer and repeat appearances in Grazia’s “Fashion Charts”, as well as being featured as the must-have new product in Harper’s Bazaar, Sunday Times Style, Telegraph Magazine, Stella Magazine, ES Magazine.