PERONI – FASHION DESIGNER
To establish Peroni as the beer brand of fashion in New Zealand, ensuring Peroni grabs the attention of key influencers and creates ongoing alliances with the next generation of New Zealand designers. Ensure Peroni is identified as a key supporter of the fashion industry, generating legitimate and authemtic ambassadors of the Peroni brand.
THE CONCEPT & SOLUTION
The Peroni Fashion Designer Competition was created to both inspire and provide opportunities for up and coming fashion designers in NZ. Peroni put out the call to
up and coming fashion designers nationwide, asking them to come up with a garment themed around Peroni and its brand values and message: ‘the lighter side of Italian style’.
Designers accessed the competition online, where the Peroni colour pallet, designers brief and mood board were made available to participants. The competition also drew attention to Peroni’s outdoor advertising campaign, amplifying coverage for its above-the-line campaign by asking designers to incorporate a physical piece of the Peroni billboard canvas which once hung in Parnell into their garment.
It was vital that the fashion industry were involved with and supported the competition right from the start. Through Copper’s relationships with the industry we were able to secure the buy-in of reputable judges Margarita Robertson (Designer/Owner – Nom D), Andy Pickering (Editor/Publisher – PILOT magazine) and Chris Lorimer (Fashion/Stylist). Copper engaged and worked closely with Mint Condition, a fashion-based PR agency, who helped us to “spread the word of fashion to the world of fashion”. This gained us pre and post event coverage in the mainstream and fashion media.
Of course, the final stage was to create an intimate and sophisticated event around the final stage of judging of the Peroni Fashion Designer Award. Using a Peroni themed blue ribbon carpet we gave the stage to 5 stunning models who took the completed garmets of the 5 competition finalists down the catwalk. The intimacy and layout of the runway enabled judges and guests alike to see and touch the garment in close detail and talk directly to the designers about their creation.
- Viva, New Zealand Herald