Introduction
To launch its Spring 2025 collection, Hyba embraced a unique and inclusive approach. Designed to inspire movement and spark moments of well-being, the collection was unveiled during an event at Studio Milan, where journalists, stylists, and content creators were invited to experience an aerial yoga session while immersing themselves in the brand’s world. Franchir orchestrated this gathering with a focus on authenticity, experience, and human connection.
OBJECTIVES
Introduce the Spring 2025 collection in an experiential and memorable setting.
Create a direct connection between the brand, journalists, and content creators.
Generate organic social media posts.
Provide exclusive access to the design team behind the collection and the leadership team at Reitmans/Hyba.
Strategy
- Targeted guest list: Over forty individuals approached, including fashion journalists, stylists, and content creators.
- Immersive concept: An aerial yoga evening set in a calming, inspiring space, with a live harpist providing the soundtrack.
- Create a wow effect: Offer a unique activity to spark guests’ curiosity and take them out of their comfort zone.
- Key connections: Exclusive access to Hyba’s design team and Reitmans’ leadership.
- Logistical incentives: Strategic timing (Tuesday evening), short event duration, and Uber codes provided for transportation in Old Montreal.
Results
23 attendees, including:
- 9 journalists (Noovo Moi, Véro Magazine, Châtelaine, etc.)
- 12 content creators
- 2 stylists
70 pieces of content generated, including:
- 65.6% stories
- 15.6% TikTok videos
- 12.5% reels
- 6.3% photos
Publication rate: 73.91% of guests shared content
Estimated total impressions: 1,287,385
CREDITS
Public relations & event production | Franchir
Harpist | Cécile Delage
Photographer | Elizabeth Gartside
