MCMPR identified an opportunity to develop an international brand strategy for Australian design duo Romance Was Born that evolved them from a domestic favourite into a global fashion player.
Romance Was Born embraced the plan with their creative ingenuity and the journey began at Mercedes Benz Fashion Week Australia with a book launch and show, followed by their first show at Paris Haute Couture, which provided the perfect platform for the brand’s international debut.
Showcasing their collection ‘Step into Paradise’ in Paris’s oldest gymnasium, Romance Was Born’s unique take on couture – dubbed ‘kinda couture’ – was a detailed look into artisans and creative contemporaries from around the world, such as long-time muse Jenny Kee.
Leading partnership procurement and management, MCMPR worked closely with on-ground production, casting and PR specialists in Paris to ensure a seamless brand event with maximum impact for the inaugural show. This included an extended partnership with Etihad Airways to support the brand’s path from Sydney to Paris.
MCMPR secured the attendance of international names including Catherine Baba, Christine Centenera, Godfrey Deeny, Laura Brown, Susie Bubble and Tim Blanks. Our PR and VIP strategy delivered press features across Vogue Runway, Fashion Network, Harper’s Bazaar Australia, Marie Claire, The Australian, The Australian Financial Review, The Sydney Morning Herald and The Daily Telegraph.