Hot!MeSS

Objectives

After seeing a rapid rise in the brand’s popularity on Instagram, Hot!MeSS appointed Avant PR in September 2013 to launch its website and debut collection of bold, bright street wear to press and celebrities.

Following a successful launch, Hot!MeSS retained Avant PR’s services to launch further seasonal collections and new sister brand Baziic, as well as to oversee press and blogger events.

Strategy

Avant PR executed a strategic celebrity seeding campaign to launch Hot!MeSS into the consumer sphere, targeting stars that were both on-brand and relevant to the core demographic, and building a subsequent buzz in the press when A-listers were spotted wearing the collection. In addition, Avant PR oversaw Hot!MeSS’ involvement in backstage celebrity gifting suites at major national events such as Key 103’s Jingle Bell Ball, and in shows during London Fashion Week.

As media interest piqued, Avant’s proactive press office resulted in Hot!MeSS becoming a go-to brand for bold, statement pieces that stood out on the pages of both mainstream and underground national publications.

Avant PR also focused on 19-year-old brand founder Tayla Blue’s back story, selling in her rise to success to aspirational media titles including Look and Fabulous.

Outcome

Hot!MeSS fast became a household name brand known for its bold, edgy pieces, with its popularity soaring across social media, press and celebrities. The success of Avant’s PR campaign led to the formation of a new brand, Baziic, as well as interest from major retail stockists.

Highlights

  • Celebrity fans including Cara Delevingne, Kylie Jenner, Little Mix and Pixie Lott
  • Double page features on brand founder Tayla Blue in Look and Fabulous magazines
  • Coverage in editorial shoots for Look and Cosmopolitan
  • Concession launch into flagship Selfridges stores