Loewe – Sydney
Launch Event

MCMPR celebrated the opening of Loewe’s first Sydney store at Westfield Sydney City and the arrival of the Jonathan Anderson-designed Loewe flagship concept and women’s RTW collection in Australia for the first time.

MCMPR executed an in-store launch event, securing the attendance of over 100 media, VIP, influencer and industry guests, including Harper’s Bazaar Editor Eugenie Kelly, Elle Editor Genevra Leek and 10 Magazine Editor Alison Veness, as well as influencers Amanda Shadforth, Yan Yan Chan, Nadia Fairfax, Kaitlyn Ham and Brooke Testoni, and models Aleyna Fitzgerald and Juay Kennedy – all of whom MCMPR dressed in Loewe’s latest collection.

A concurrent PR strategy secured coverage for the new store in Vogue, The Australian and Ragtrader, while implementation of a roving Polaroid photographer added a playful vibe and amplified social media sharing, with a total Instagram reach of 1.9 million.