EVENT: RUNAWAY THE LABEL COLLECTION LAUNCH EVENT

Written By Grace Garrick

Situation: Runaway The Label marked the launch of their heavily anticipated Florenza Collection that took place on a beautiful afternoon, at the iconic Gatsby House in Darling Point. Movement Agency hosted a cocktail party that was nothing short of spectacular, with some of Australia’s most influential women and men donning pieces from the new Florenza collection. Guests were immersed in an enchanting atmosphere that included fortune tellers, dreamy décor, lively tunes, cocktails, and a selection of canapés by The Blonde Butler. 

The event showcased stylish outfits from the new Florenza collection, while enjoying the vibrant vibes and scenic surroundings of Gatsby House’s sun-drenched terrace. With music, conversation, and a dash of glamour, the event captured the essence of Runaway The Label's bold, fresh, and effortlessly cool aesthetic. This launch not only celebrated the season’s hottest trends but also marked a memorable gathering of fashion-forward minds in a stunning venue. 

Strategy: 

Working with Runaway The Label, Movement Agency implemented a strategy to successfully elevate and showcase the launch of their Summer Florenza Collection. The event generated significant attention online and high quality user generated content, solidifying Runaway The Label’s Florenza Collection as the front and center brand for eventwear. 

With the event being held at the Gatsby House in Sydney’s prestigious suburb of Darling Point, it provided an ideal backdrop being stylish, sophisticated and photogenic, thanks to The Create Company. From everything to the styling and minor details such as the stamped ice, every little detail reflected the brand's ethos and aesthetic. The event space encouraged well known guests such as Skye Wheatley, Natalie Rosser and Billy Jane Hamlet to photograph themselves in the beautiful space, causing the Key Opinions Leaders to share their experience online as well as photographer Katie Fergus and Chris Prestige capturing the essence of the event. 

Movement Agency surpassed Runaway The Label’s objective to drive brand awareness by inviting Key Opinion Leaders that aligned with the brand. This included Ebony Shield, Aisha Jade and Emily Venz. Not only this, but as an agency with pre-exiting relationships we were able to encourage the attendance of notable individuals in lifestyle and fashions, 

To boost the new Florenza collection, attendees were able to select a complimentary outfit from the Florenza Collection, showcasing to their followers their top-picks. 

Movement Agency’s goal was to create a luxurious and exclusive event with an inspiring impact for online users, ensuring Runaway The Label’s new Florenza collection was amplified through an effective strategy for gaining positive mass attention. 

Services Provided: 

  • Event Management

  • Guest List Coordination 

  • Media Outreach 

  • Catering Coordination 

  • Styling Coordination 

Results: 

The launch of the Florenza Collection was highly successful in generating exceptional imagery and quality content from some of Australia's biggest Key Opinion Leaders. Through Movement’s strategy and execution plan, it was ensured that Runaway The Label’s new collection will strongly appeal to the target audience by nurturing the brand's online presence with numerous press articles mentioning the Florenza launch including The Daily Telegraph, MSN, The Daily Mail and Who Magazine.

We hosted over 200 guests, each posting over 3 Instagram stories each tagging the brand. Big names such as; 

Grace Garrick
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