{Un}NakeD is a fresh, up-and-coming Sydney based design label. They have showcased their fashion line in the RAFW show in the past and were a part of the RAFW Ready to Wear Spring/Summer show in May this year.

Strategy

To invite and secure all media and industry related experts to the RAFW Ready to Wear Spring/Summer runway show along with celebrities and socialites.

Source items for 260 gift bags with a special bag for the front row guests. Products were sourced in less than one week.

Set up the official RSVP list for the show and managed entry/ seating on the actual day.

Invite media, celebrities and industry experts to the after-party, who were put on an official RSVP list though UMM.

Aims

To fill every available seat at the RAFW Ready to Wear Spring/Summer Show with key media, industry experts, celebrities and socialites in order to secure the best coverage possible post-RAFW.

Pack-out the after party with notable guests, media and industry experts in order to obtain coverage.

What We Achieved

In less than one week UMM filled all of the spots at the RAFW Women’s and Men’s ready to wear show, with key media in attendance.

James Tobin made an appearance wearing UnNakeD clothing which he wore while being interviewed.

The after-party was a great success, with stylist Lenya Jones and online activity reached an all time high, with live photo and video updates for Facebook friends. Interactions peaked at over 200 in a span of three days. A countless number of national buyers contacted UnNakeD post RAFW to discuss opportunities.

Media Coverage

Secured coverage in the Sydney Morning Herald, several online publications such as Live.com, an exclusive television spot on Sunrise, which not only featured UnNakeD in store, but had the host wearing their clothes throughout the entire segment. Fashion TV filmed backstage with UnNakeD.