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Airdye

 

The Task

Take a novel, new technology paired with an environmental issue and make it translatable and relevant for a high fashion audience.

What We Did

Managed press and messaging for the debut of Airdye’s new dye technology used in the fabrics of the Ready-to-Wear Collection of design duo Jeffrey Costello and Robert Tagliapietra.

Conveyed the complexity of the technology and the issue of environmental impact by speaking to both audiences – sustainability and fashion – and translated the language without watering down the fundamental message.

Secured top-tier press coverage at both ends of the spectrum: Style.com, WWD, Vogue UK, Interview, Nylon and Paper Mag; as well as Treehugger. Discover Magazine and Inhabitat.com.