Boutique Agency Takes It Global: Air New Zealand Fashion Week and Impact PR

airnz.jpgWhen you think of New Zealand, high-end fashion designers and runway shows may not be the first thing that comes to mind. New Zealand has always been, in my mind at least, the land of rugby and the kiwi bird. I’m quickly changing my mind however, after interviewing Impact PR and learning about how the country is making huge strides in becoming a force to be reckoned with in the fashion industry. This years’ designers that showed at Air New Zealand Fashion Week in September transformed the nation into a spectacle of excitement and creativity. NZFW appointed Impact PR, based out of Auckland, to spearhead the activities and events leading up to fashion week.

Impact PR specializes in designing compelling and innovative campaigns for their clients in a way that is attentive and goal oriented. Most small brands make the choice to go with a small agency with a “boutique” type atmosphere in which they are nurtured and cared for with the greatest attention to detail. The fact that such a large-scale event selected a boutique agency to represent New Zealand Fashion Week is a huge indication that the fashion industry is starting to place their confidence in these type of specialized PR agencies. Impact PR director, Fleur Revell-Devlin stated that, “Air New Zealand Fashion Week has set global standards with its execution and showcases New Zealand designers to the world in a truly spectacular way. We are delighted and honored to be a part of this internationally renowned celebration of home-grown talent and success.”

We are excited to see what is in the works for the upcoming NZ Fashion Weeks and Impact PR as they work together to bring New Zealand fashion global.

About This Author

Known as the “fashion publicist’s most powerful accessory,” (San Diego Union-Tribune) and the “West Coast ‘It’ girl of fashion PR,” (YFS Magazine) Crosby Noricks put fashion public relations on the digital map when she launched PR Couture in 2006. She is the author of Ready to Launch: The PR Couture Guide to Breaking into Fashion PR, available on Amazon. Crosby spends her time managing PR Couture and mentoring fashion publicists through PRISM and Instappable, as well as the biannual NYC workshop, Fashion PR Confidential. Occasionally, she opens up limited consulting spots for emerging brands through her signature offering, The Brand Elixir.