Category Archives: Public Relations

{Recap} How Finnnish Fashion Brand Ivana Helsinki Took Advantage of Fashion’s Night Out

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As fashion publicists, we live for the pure excitement and (organized) chaos that is New York Fashion Week. Coinciding with NYFW is Fashion’s Night Out, an after hours shopping extravaganza conceptualized by Vogue to celebrate retailers, shoppers and ultimately bolster the local shopping economy. From Manhattan to Milan, San Diego to Australia, Fashion’s Night Out celebrated it’s fourth glorious year this September. With stores in over 500 cities nationwide, FNO was bigger and better than ever before. 

The enthusiasm and excitement around FNO poses opportunities for brilliant collaborations – and Bollare client, cult Finnish fashion brand Ivana Helsinki took full advantage this year. Ivana Helsinki is an independent Finnish fashion, art and cinema brand recognized for uniquely feminine Finnish hand knits and original print designs, Ivana Helsinki pieces are manufactured in Europe. In addition to multiple stores in Finland, the brand also has a NYC flagship store.

Drawing in Shoppers

Earlier this year Ivana Helsinki partnered up with natural bath and body line, LaLicious, to design the packaging for their limited edition Sugar Kiss Super Scrub, the packaging of which was inspired by Ivana Helsinki’s Dolly dress. Building upon this brand collaboration, Ivana Helsinki invited LaLicious spa therapists to perform luxurious hand massages during FNO.

Capitalizing on the attention around FNO, Ivana Helsinki hosted an evening complete with libations, massages and shopping at their SoHo location on 251 Elizabeth Street. The brand invited shoppers to take refuge from the FNO mayhem in a cool SoHo boutique just steps from the crowded Broadway.

For shoppers with hands full of shopping bags on Fashion’s Night Out, complimentary hand massages were a huge lure. Additionally, Ivana Helsinki teamed up with Seychelles, their in-store shoe boutique, to drive both sales and excitement. The first 50 shoppers to purchase Ivana Helsinki, Seychelles or LaLicious merchandise on FNO received a free LaLicious Sugar Kiss Body Butter and swag from Ivana Helsinki.

Runway Show

Simultaneously, over at Pier 57, Ivana Helsinki debuted their new Spring/Summer 2013 collection, Mourning Sun Motel, with a jammed-pack New York Fashion Week Runway show. The collection, which features the brand’s signature exaggerated silhouettes and eye-catching prints, is based on a film shot by designer Paola Suhonen in Finland during the Summer of 2012. The short 3D film, centered around guests at an old motel in midsummer during a time when all might be ending, preceded the runway show.

A distinct ethereal feeling pervaded throughout the collection with key looks including dramatic floral print dresses, light summer jackets, coats with extravagant shoulders, and the brand’s signature graphic tees.

Nicoletta Reggio and Camilla Santuti

Notable attendees included: Camilla Santuti, Bethany Struble, Katy Atlas, Juley Le, Maria Morales, Stephanie Liu, Chanelle Laurence, Nicoletta Reggio, Cappie Pondexter, Erika Spring, Ryan Serhant and Devorah Rose.

Hosting a fashion show on the same night as FNO was fabulous although somewhat competitive for attendance. Commencing fashion week efforts on a night with such contagious energy, as FNO posses, set a tone for our show with Ivana Helsinki that both the designer and attendees thrived on!’ – Alle Fister, Principal, Bollare Communications

After-Party, of course!

The show was brilliant – on brand attendees, engaged in the visual display of artistic fashion. We were able to then translate this enthusiasm and energy to the Ivana Helsinki flagship boutique, where we hosted a consumer driven evening which celebrated a collaboration the Ivana Helsinki team did with like-minded beauty brand, Lalicious, fusing fashion and beauty aficionados! Overall, an A+ evening! – Alle Fister, Principal, Bollare Communications

Taking full advantage of the after hours shopping extravaganza, Ivana Helsinki successfully drove attendees from the fashion week show to mix and mingle at the Ivana Helsinki Concept Store on 251 Elizabeth Street. The after party was complete with beats by DJ Erika Spring and a performance by Alexa Wilding.

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{Interview} Post Fashion Week Strategy with Tadashi Shoji’s HL Group Fashion PR Team {for PR Couture}

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This season, I had the pleasure of attending Tadashi Shoji’s Fall 2012 show at Mercedes Benz Fashion Week. Inspired by the Golden Age of Shanghai, Shoji utilized rich, delicate and opulent colors and fabrics to set an ominous tone. The collection incorporated Chantilly and Venetian lace, high necklines, beaded embroidery, scalloped sequins and chiffon along with rich velvet.

With such a powerful fashion week collection, it’s no surprise that the designer was asked to dress a notable red-carpet starlet at this year’s Oscars. Drawing upon this season’s series of pale nude beaded dresses, ‘Best Supporting Actress’ winner Octavia Spencer, donned a custom hand-beaded, ivory silk and tulle draped cap sleeve gown that was absolutely perfect for her big moment.

After the fashion week madness, I caught up with the ladies at Tadashi Shoji’s top-notch PR powerhouse, HL Group. The Tadashi Shoji PR team consists of Kimberly Flaster (Managing Director), Kelly Ricci (Senior Account Manager) and Zeba Rashid (Account Coordinator). We were curious as to what these PR Mavens do after fashion week:

What designers, shows or events did HL Group represent this fashion week?

HL Group produced 19 shows during NYFW. Some of which included Tadashi Shoji, Rachel Roy, Oscar de la Renta, Elie Tahari, Dennis Basso, Marchesa and BCBG.

How many fashion weeks have you executed? What do you love most about it?

Amongst the three of us, we have over 15 years of experience planning, producing and executing shows. We look forward to prepping and completing each show for our clients because we know in the end our hard work is demonstrated with the successful press outcome.

What was your favorite fashion week outfit that you wore this season? (Can you send a picture of it?)

Poppin Fashion Week Survival bag, Royal Blue Tadashi Shoji dress, seating chart and of course a smile! (See Kelly pictured in the Poppin bag below.)

From left Zeba Rashid (Account Coordinator), Kelly Ricci (Senior Account Manager) and Kimberly Flaster (Managing Director).

How do you decompress after fashion week? Any essential remedies? Or, do you even get a chance to de-stress?

Luckily enough, we had a long holiday weekend right after fashion week, which was lovely. We got to catch up on much-needed sleep, caught up with our friends and family as we haven’t spoken to them in a month and of course eat a proper meal!

What are a fashion publicist’s core responsibilities post-fashion week?

A publicist’s responsibilities never end when it concerns fashion week. Immediately following shows, we have to work on recaps, compile media alerts, service images and follow-up with scheduled press print and broadcast interviews. Additionally, we have a two-week break, then it’s on to planning Press Days for editors.

When do you start planning the next fashion week?

We are always planning the next fashion week but for Spring 2013 we will get hands on in July.

How does HL Group use social and digital media to complement your PR efforts post fashion-week?

It comes from all angles. Most of us at the agency have our own social media logins and help support and promote our clients internally. Some of our clients handle their own social media and some hire agencies that specialize in managing their social channels. We all work together to successful promote in a timely manner.

Thank you HL Group for taking the time to chat with PR Couture, can’t wait to catch up with you lovely ladies next season!

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{Tips} Fashion PR: How 5 Fashion iPhone Apps Engaged Influencers During NYFW {for PR Couture)

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It goes without saying that apps like, Hootsuite, Instagram and Pinterest are the go-to apps for every well-heeled fashion publicist. However, here are five up-and-coming apps that are also enhancing the fashion week experience for both PR insiders and the fashion-obsessed.

Fashion Photo Sharing Apps

1. Snapette

Founded by Harvard grads, Snapette enables fashion-savvy women to discover and share in-store products by location. The app was conceptualized when co-founder, Jinhee Ahn Kim, set out to find must-have pieces in Notting Hill but was at a loss as for where to start. However, when she was ready for lunch, her iPhone enabled her to seamlessly discover places to eat on Yelp and Foodspotting. Fusing these concepts for fashion, Snapette was born.

“The future of shopping and commerce is all about discovery rather than search.  We are building Snapette from the ground up to lead this movement,” says co-founder Sarah Paiji.

Snapette is the first mobile app that lets fashion-conscious users browse and snap photos (with Instagram-like filters) of products near their current location, allowing them to easily see or share what shoes, bags and accessories are in nearby stores right now. Users can also browse categories such as “Hot” and “New” or vote and comment on their favorite snaps – this essentially empowers users to act as the trend expert. Moreover, with embedded details like brand, price and store, users can virtually window-shop and determine where to go for the affordable bold, cross-body bag trend or whether to splurge on the irresistible color-blocked Prada. Better yet, Snapette provides feeds from featured boutiques as well as fashion experts. The app also adds value to retailers, as the location-based features drive foot traffic to physical stores. By clicking on the embedded map, users can find out exactly where any store is located.

For fashion week, Snapette paired up with Rebecca Minkoff to bring one lucky fashionista to Mercedes Benz Fashion Week to enjoy a first look at Rebecca Minkoff’s amazing new Fall 2012 collection. The winner also had the pleasure of being in the company of New York’s most fashionable crowd at Rebecca Minkoff’s Fall 2012 Show after party, complete with a personalized Snapette photo booth.

2. Luster

Taking fashion photo-sharing concept local, Luster emerged in the mobile app marketplace for shopaholics who want to discover, shop, and share local boutiques. Luster joins the burgeoning community of local fashionistas who enjoy scouring their city for the trendiest fashion finds. Luster enables users to geo-tag cool clothes they spot and share them with fellow shopping enthusiasts. Luster shows what’s trending in a specific fashion community and provides a map of a user’s proximity to the geo-tagged items in-store.  Globetrotter and co-founder Lina Chong designed the app specifically for fashion lovers around the world who are always on the go. Luster helps users find out the local trends wherever they are in the world.

In addition to providing a gallery within the app of what to wear for fashion week, Luster hosted their very own Fashion Week Giveaway, where users could snap a photo of the fashion week look they’re lusting over for a chance to win $1,000 worth of the items in the shot.

Flashes of Style's Outfit for the Pose/BeachMint Brunch

3. Pose

Pose takes the photo-sharing element and incorporates the social shopping trend that has moved from the web to mobile apps. Pose is poised to help users shop and inspire fellow users with suggestions and recommendations. Pose is meant to enhance the user’s in-store shopping experience by allowing them to take photos of merchandise, record pricing and location information.

Pose provides continuously updated style feeds with popular items, the latest posted, and editorially selected feeds featuring “the finds of a handpicked group of exceedingly stylish shoppers.”

To kick off fashion week, Pose hosted an intimate brunch along with LA-based start-up Beachmint and the Poser community. During Fashion Week, the Pose app was optimized to feed some of the best fashion week looks. Pose also attracts fashion influencers like model Coco Rocha, blogger Sara Zucker and the Zoe Report who utilized Pose to showcase behind-the-scene looks along with daily fashion week looks. In fact, DKNY PR Girl listed Pose one of her top apps during the IFB Conference.

We caught up with Alisa Gould-Simon, Director of Marketing and Communications at Pose, to find out what trends she was spotting on Pose.

“Some of the most popular looks for fashion week have been layered ensembles with a touch of flair by way of fur, neon or metallic. We’ve seen lots of booties on the ground…and plenty of chic tailored jackets. Collars buttoned all the way up and accented with statement necklaces have also been a popular trend.” Alisa, however, opted for “a dash of prints, quite a few cut-outs and the Alexa Chung pony hair leopard booties for Madewell.”

Live Fashion Week Apps

4. Fashion GPS

Beyond photo sharing, there are two major apps geared to fashion’s insiders created by Fashion GPS. Its digital tools and newest invite-only Radar by FGPS app are widely used by fashion PR powerhouses Paul Wilmot, HLGroup, KCD and LaForce and Stevens along with top-tier brands like Bismark Phillips, GUCCI, Dior and Lanvin.

Fashion GPS operates digital systems and two companion apps. The GPS Events and Samples systems act as a ”PR assistant” with pre-show functions such as inventory management, building invitation lists, sending out evites, managing RSVPS, assigning seats, creating virtual tickets for attendees, generating reports of who attended the event and keeping up with editors’ and buyers’ whereabouts.

The Fashion GPS iPad app syncs with the GPS events component of the software, which allows insiders to handle check-in and essentially sync everything for the attendance report. However, this app is not downloaded through the app store but licensed through Fashion GPS directly.

The consumer facing web and iPhone app is Radar by FGPS, which hosts a member only community and allows fashion editors, bloggers and attendees to have all their show information at their fingertips, including show times, calendar views, locations via an interactive map, seating assignments and personal QR codes that enables entrance into the show.

This season, Fashion GPS attracted over 7000 downloads via iTunes on the eve of fashion week – evidence that the industry was ready for this next digital step. With fashion week continuing into London, Milan and Paris, the FGPS Radar will continue to multiply.

5. MADE Fashion Week

Also created for industry insiders, the MADE Fashion Week app launched this past season. MADE is a year-round, dynamic platform for connecting ascending talent in fashion, music, art and pop-culture with visionary brands to create new cultural platforms and communities. The app was specifically designed to be used in real-time at MADE’s shows at Milk Studios or via Livestream. Now in its sixth season, MADE FASHION WEEK continues to showcase outstanding design talent and harness the energy of New York’s creative communities.

Partnering with Sonic Notify, the app syncs with inaudible sound waves played during the show and automatically displays information about each look as models strut down the runway. Furthermore, users can make notes, tweet images and curate a custom look-book that can be emailed in real-time, enabling designers to instantly extend the reach of their designs beyond the runway. The MADE app also includes a show schedule, bios, contact and sales information for each MADE Designer. Viewers watching MADE shows over Livestream on can also enjoy the same benefits and features, since Sonic Notify technology is triggered by soundless audio signals, will also send content of the app through the user’s home computer.

Happy downloading!

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{Fashion Round-up} featuring Vogue, PR Daily, Bergdorfs, Polyvore, KCD, PR Couture + more

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1. Traditional fashion glossies closed out a strong March issue. The New York Post reported Vogue holding the number one rank among fashion titles with InStyle, Elle, Harper’s Bazaar’s and W rounding up the top five (in order). Read more.

2. Work in fashion PR, marketing or events? You’ll agree that’s latest article: “Glamour? Ha! The realities of entertainment and fashion PR,” is on point about the industry and its demands. Read more.

3. Google+ has not been widely adopted just yet but there are a few fashion brands who are leveraging this unsaturated network to their advantage. Fashion’s Collection explores how ASOSBurberryBergdorf GoodmanUniqloH&MMr PorterHugo BossGapKate SpadeNowness and Gucci are branding their platforms. Read more.

4. The strategic Oscars fashion partnership between The Washington Post and Polyvore has the industry buzzing. Here’s how it works: “From now until the big event on Feb. 26, the Post will ask readers to create “sets”–Polyvore’s version of a fashion inspiration board–visually expressing who should win best picture or what a particular starlet should wear to the ceremony. The top selections will be interspersed with Oscars coverage on the Post’s website, and one winner will have their own Q&A featured in the newspaper.” – via Adweek. Read more.

5, “We are fashion purists and we believe in the runway show. This online experience will replicate the pureness of a live runway show, the only thing this doesn’t give you is the glass of champagne. Bring your own” says Ed Filipowski, KCD Co-President. With New York Fashion Week around the corner KCD Digital (in partnership with King & Partners) has found a virtual remedy to relieve press and buyers of over-booked schedules through a digital fashion show platform. has the details, read more.

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{go} IFB Conference Kicks Off NYFW at Milk Studios

Mark your calendars bloggers, publicists and  fashionistas, the IFB Conference is making its way to Milk Studios on February 8th. Join 300 bloggers plus this phenomenal line-up:

Aliza Licht – DKNY PR Girl • Emily Schuman – Cupcakes & Cashmere • Bryan Boy – •  Erica Domesek – P.S. –  I Made This… • Wendy Nguyen – Wendy’s Lookbook • Connie Wang – Refinery 29 • Andy Torres – Style Scrapbook  • Nicolette Mason – Nicolette Mason • Karen Moon – Style Musee •  Tom & Lorenzo – Tom & Lorenzo • Macala Wright – • Hilla O. – FashionTraffic • Jess Estrada – Fresh Jess •  Jinna Boo – Grease & Glamour •  Susan Schwartz  – Glamour • Jessie Thorpe – Denimology • Carmina – La Carmina • Jenni Radosevich – I Spy DIY • Kat Griffin –Corporette • Jessie Artigue – Style & Pepper • Lawrence Scholssman – Sartorially Inclined  • Joshua Kissi and Travis Gumbs –Street Etiquette • Sara Zucker – Farpitzs • Leah Chernikoff – Fashionista

Can’t make it? Don’t fret, join the conversation by using the #IFBcon hashtag or watch the live stream. Learn more about IFB and the inspiration founder, Jennine Jacob on

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{tip} Business Card Envy

Currently obsessed with’s Minicards. Best part about them? You can print a different background image on each and every card you order (learn more about Printfinity here). It’s a clever way for marketers to print unique codes as a tracking tool or for designers, photographers, artists etc. to display a wide range of their work. Happy printing!

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