Challenge
Activewear brand Dare 2b was launching its latest celebrity collaboration with Fleur Eastwood, exclusively for retailer Next. They aimed to make a splash in the highly competitive market and impress key media with their latest sportswear and ski apparel offerings.

The launch event needed to showcase Dare 2b’s impressive technical design while aligning with Next’s ethos as an approachable and accessible brand for the everyday woman.

Solution
Hollie first focused on creating an atmosphere that would resonate with guests at the launch event. The chosen venue, an empty basement in London, was transformed into an après-ski lounge. A (artificial) fire pit crackled alongside a chic low-fi Euro-dance playlist, while guests enjoyed mulled wine and après-ski-inspired canapés, such as mini croque monsieurs.

When building the guest list, TikTok stars were invited alongside lifestyle editors from magazines like Hello!. Producers from broadcast magazine shows were also on the client’s wish list, and Hollie was keen to deliver.

Results
The launch event was a success, attracting over 30 editors and producers, including a key contact from This Morning, impressing both Next and Dare 2b.