Schiaparelli, luxury and surrealism conquer the Spanish press
PR & Communication
The relationship between AREA and Schiaparelli began in 2012, when one of the most desired and aspirational brands with an unprecedented artistic and historical legacy joined AREA's portfolio.
To develop its brand narrative, we designed and executed a strategy that combined exclusivity, creativity, and a deep understanding of the brand’s full history and its positioning in the Spanish market as a model of contemporary and sophisticated style.
With the arrival of Daniel Roseberry as creative director in 2019, Schiaparelli faced the challenge of establishing itself as a cutting-edge, surrealist luxury brand in an increasingly competitive Spanish market. In this way, we focused our communication strategy on highlighting and giving visibility to the brand’s exclusivity and Elsa Schiaparelli’s legacy, while strengthening relationships with the media, which was key to positioning the brand as a benchmark in the fashion industry.
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The strategy: Visibility and coverage in high-impact media
The main idea to connect with the target audience was, and continues to be, to communicate and offer strategies tailored to the language and style of each medium and its audience, while never losing sight of the principles and values to be communicated
In this way, we connect with each of them by offering valuable content and ensuring a constant presence in the most influential publications. This helps us consolidate Schiaparelli as a luxury brand that represents fashion as an art form.
Our key actions:
— Relations with international and national media:
We established a public relations strategy focused on high-impact media such as Vogue, Elle, Harper's Bazaar, Mujer Hoy, and Woman, which has allowed us to obtain coverage in the most prominent articles and media outlets.
— Featured coverage and cover appearance:
For the brand, we worked to achieve a prominent presence not only in fashion reports but also on the covers of the most prestigious magazines, reinforcing its image as a luxury brand that remains faithful to its surrealist legacy while evolving in today's market.
Global results
Clippings Print
2.287
Online Clippings
10.029
Editorial Space
1.199
Value in Editorial Print