I managed the communication strategy for the launch of two Cutler and Gross x Maison Martin Margiela collaborative collections, highlighting the synergy between the brands’ irreverent design and handmade quality. The collaborative collection's key messages—design based in recuperation, transformation and re-proportion, as well as diverting the codes of classic glasses—were highlighted in key publications including Dazed & Confused and Another magazine.
During my time at Cutler and Gross, I initiated the concept of Cutler and Gross capsule collections – recreating the brand's archived and vintage frames into small runway collections for London Fashion Week designers including Jonathan Saunders, Holly Fulton, E. Tautz and Eudon Choi.
This allowed the designers to test the sales potential of their own eyewear collection through selling on the Cutler and Gross e-commerce site, without the full commitment of producing and developing a full range of eyewear.
To celebrate the 20th Anniversary of the Elton John AIDS Foundation, I initiated the creation of a limited-edition Cutler and Gross frame to be sold across the Cutler and Gross retail channels. The frame was inspired by the charity’s ‘Love Is In My Blood’ campaign, handcrafted in deep-red Italian acetate. The campaign raised over £60,000 for the Foundation, showing solidarity for over 30 million people living with HIV.
To make the donation tangible for the consumer and the media, we communicated the effect of each purchase - each pair of glasses could pay for sex education, HIV testing and treatment for 10 young men in Uganda – safely, and without fear of violence or discrimination. A limited-edition frame was also designed exclusively for MR PORTER to raise additional funds. Press coverage was secured in outlets including Hunger TV and ELLEUK.com.
I spearheaded and managed the Cutler and Gross x London College of Fashion Project 0734 competition. Students from the BA Fashion Design Technology: Womenswear course were given the opportunity to creatively reinvent and reinterpret the iconic Cutler and Gross 0734 frame using any creative medium from the world of design, photography or illustration. The winner was awarded a one-year paid work placement as the brand’s Design Assistant.
The best submissions were presented to a celebrity panel of judges including British designer and CSM graduate Jonathan Saunders, photographer Richard Young and London College of Fashion Head of College, Frances Corner. I developed all written, press and legal material for the project; organized a small exhibition to showcase the student's work in our retail store; and worked with the students in creating visuals for the brand’s social media channels. I continued the momentum of the project through the creation of a three-part video series shared on Youtube, Vimeo and the Cutler and Gross channels.
In my role as PR and Marketing manager at Cutler and Gross, I was tasked with securing and promoting the Alberta Ferretti x Cutler and Gross collaboration. This included managing the CRM strategy, event management, retail promotions and media relations.
The collection launched on the Alberta Ferretti F/W runway during Milan Fashion Week, which included an exclusive influencer event, and presentation at the eyewear trade show Mido. The collection launched in London at a press breakfast at the Alberta Ferretti London flagship store and secured coverage in publications including WWD and Vogue.