Related cases
With the launch of Luis, a new handbag inspired by the timeless shape and craftsmanship of a horse saddle, French designer Jérôme Dreyfuss sought to establish strong awareness and desirability within the Belgian market. The challenge was not only to introduce a new product, but to bring its unique inspiration and artisanal heritage to life through a compelling local narrative. By translating the bag’s equestrian roots, refined design details and effortless Parisian elegance into relevant storytelling, the objective was to capture the attention of Belgian fashion editors, stylists and key influencers, while positioning Luis as a must-have accessory for the season. Creating meaningful engagement and securing high-quality visibility across both traditional and digital media channels were essential to building aspiration and driving brand affinity among the target audience.
To introduce Luis to the Belgian market, UPR developed a storytelling-driven PR strategy centred around the bag’s unique equestrian inspiration and exceptional craftsmanship. The objective was to transform the product launch into a compelling brand story that would resonate with key fashion opinion leaders and generate meaningful visibility.
As a first step, a dedicated press release was distributed to leading fashion journalists, highlighting the inspiration behind the design, Jérôme Dreyfuss’ creative vision and the artisanal details that make Luis a distinctive addition to the brand’s collection. This provided media with a strong editorial angle and helped position the handbag as one of the season’s key accessories.
To further amplify awareness and desirability among a fashion-forward audience, UPR launched a targeted influencer campaign. Two carefully selected content creators showcased the Luis bag through paid collaborations, translating the brand’s aesthetic into authentic and engaging content across social media platforms.
To complement the media outreach and create a more personal brand experience, UPR also organised an intimate dinner bringing together a curated group of fashion journalists, stylists and influencers. The exclusive gathering welcomed 16 guests and provided an opportunity to discover the collection firsthand, connect with the brand in an intimate setting and experience the story behind Luis in an authentic and memorable way.
Related cases
