Turn Key goes backstage at London Fashion Week26 September 2015
Our work with global hair tools brand Cloud Nine takes us to many different locations – including backstage at London Fashion Week!
Turn Key’s PR and Social Media team had the pleasure of joining the Cloud Nine styling team backstage at London Fashion Week this September, as the electrical styling tools pioneers created the hair looks for fashion designer Emilio de la Morena’s SS16 presentation.
Arriving bright and early at the stunning Dartmouth House venue in London’s prestigious Mayfair, we immediately got to work taking behind the scenes photos for social media, scheduling backstage press visits and cleaning mirrors – well, it’s not glitz and glamour 24/7!
Our main priority for the show was to liaise with trade and consumer media, building further awareness of the Cloud Nine brand and its involvement in the show, ultimately resulting in some exciting live conversation on social media, as well coverage online and in upcoming print features.
Fashion and lifestyle blogger and TV personality, Olivia Cox, teamed up with us to take over Cloud Nine’s social channels for the day, to build a buzz on Twitter and Instagram and provide followers with an exclusive peek into what really happens backstage at the world’s most famous fashion event. Olivia’s social media takeover was such a hit that OK Magazine grabbed her for a quick chat and posted the interview live on video streaming app, Periscope! Celebrities Daisy Lowe and Donna Air also attended the show.
Cloud Nine Style Ambassador, Leigh Keates, led the hair team to create a gorgeous ‘Embellished Twist’ style on the models, which tied in perfectly with the ‘Girl on Holiday’ theme of Emilio’s stunning fashion collection. The press loved the look too and left the show armed with step-by-steps for their readers to re-create the catwalk ‘do at home.
Emma Streets, PR & Social Media Director at Turn Key, said: “Working with such a dynamic brand as Cloud Nine brings so many exciting opportunities for us to engage with key influencers, from media to bloggers to designers. Attending London Fashion Week has been invaluable for us to continue developing strong media relationships and positioning Cloud Nine as an industry leader who combines fashion with pioneering hair styling tools.”
The world of Fashion Week was certainly fast-paced and the atmosphere backstage was electric – we had an amazing time and are looking forward to next season’s styles already!