The trendy designs of the J&B coloured ‘poppy’ bottles inspired us to link them to fashion. We went looking for a young Belgian fashion designer who would design new dresses based on the colourful patterns of the whiskey bottles. The promising talent Charlotte Pringels, who just graduated from the Antwerp Fashion Academy, was selected for the job. During an exclusive J&B party her designs were shown on the catwalk. The event took place at the Gesu-church in Brussels, which was transformed in an elegant temple of celebration for just this occasion. Media attention was generated by means of three different press releases with each having a specific message.
Firstly, we announced that J&B asked the up and coming Belgian fashion designer Charlotte Pringels to design a collection for J&B. The communication went mainly through the mainstream press, websites, blogs and magazines for students.
Secondly, it was announced that famous mannequins from the whole of Belgium (amongst others Eline Demunck and Laura Beyne) would be wearing the designs on the catwalk. Also, we announced that this fashion show, with the corresponding party, would be held at an original and surprising location.
Lastly, we sent out the invitations for the event. The press release included ‘post-party’ photos, galleries and a dynamic movie that illustrated the trendy atmosphere.