ROMANCE WAS BORN
STEP INTO PARADISE | PARIS FASHION WEEK DEBUT
MCMPR identified an opportunity to develop an international brand strategy to evolve Australian design-duo Romance Was Born from a domestic favourite into a global fashion player.
Initiating an extended partnership with Etihad Airways to support the brand’s path from Sydney to Paris, MCMPR managed the process from end to end.
Romance Was Born embraced the plan with their creative ingenuity and so began the journey at Mercedes Benz Fashion Week Australia with a book launch and show in May 2018, followed soon after with their first show at Paris Haute Couture in July 2018, which provided the perfect platform for the brand’s international debut.
The flamboyant brand showcased their collection ‘Step into Paradise’ in Paris’s oldest gymnasium. The unique take on couture – dubbed ‘kinda couture’ – was an inclusive and detailed look into artisans and creative contemporaries from around the world, in particular long-time muse Jenny Kee, resulting in a fusion of iconic Australian design.
Leading on Partnership Procurement and Management, MCMPR worked closely with notable on-ground Production, Casting and Public Relations specialists to ensure a seamless brand event with maximum impact for the inaugural show. MCMPR managed guest list execution to secure the attendance of international notables including Catherine Baba, Christine Centenera, Godfrey Deeny, Laura Brown, Susie Bubble and Tim Blanks. Our media and VIP strategy secured 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.
- PARTNERSHIP PROCUREMENT & MANAGEMENT
- MEDIA STRATEGY
- GUEST LIST MANAGEMENT
- VIP SERVICES