The Brand Agency is entrusted with spearheading all media relations surrounding Kering’s household name brands in the eyewear category. This includes securing both national and global media attention, and orchestrating collaborations with key opinion leaders through seedings, dressings, and product placement.

We utilized our existing relationships to gift Alaïa frames to Beyoncé’s stylist. Upon receiving confirmation that she had worn the pair to her annual Oscars 2024 afterparty, The Brand Agency quickly leveraged our extensive press network in the fashion, entertainment, and lifestyle markets to garner coverage. Our strategy yielded impressive results, generating over 74 million media impressions across marquee outlets including Harper’s Bazaar, W Magazine, InStyle, Marie Claire, and Page Six. By dressing one of the most iconic living artists, our efforts created a buzzworthy moment for the brand. Notably, Beyoncé herself shared her look on Instagram with her following of over 320 million. This multifaceted approach not only reinforced Alaïa’s presence as a celebrity-beloved brand but also cemented Kering Eyewear’s prominence as a leader in luxury eyewear.