Reitmans, Secret Society and Sorority

Context

To present Reitmans’ Fall 2025 collection, Franchir was tasked with ensuring the visibility of the new arrivals while positioning the brand with an Inspired Styler audience. By combining the agency’s experiential event expertise and Reitmans’ in-house public relations, Franchir produced a highly successful event.

Content creators and media personalities gathered for an exclusive 5 à 7 in a warm and mysterious setting, enhanced by the venue’s discreet charm that created a wow effect. Over drinks, bites, and a fashion quiz, guests discovered the fall collection alongside the Reitmans marketing team — the perfect mix for authentic, preppy content creation reflecting the spirit of the collection.

Objectivs

Raise awareness and inspire love for Reitmans’ fall collection — celebrated for its preppy and elegant style — as well as for the brand as a whole.

Create a sense of belonging
and sorority among guests, fostering a warm atmosphere and a feeling of exclusivity.

Focus on details
and key material elements to create a unique environment conducive to content creation and the discovery of the collection.

Strategy

Proximity strategy

To honor the fall collection — as preppy as it is chic — we created a mysterious and exclusive atmosphere. Guests were first invited with a card containing only the essential information to attend the event. Among these details was a clear instruction: to wear a Reitmans shirt that would be sent to their home, styled however they wished. As the guests arrived, the Reitmans Secret Society came to life — each look unique, yet part of a cohesive whole.

To host this secret society, what better place than a secluded venue hidden from prying eyes? The lounge adjacent to the private wine cellar at Le Parloir in Montreal was the perfect setting. With its intimate ambiance, impressive bar, and inviting spaces, everything was in place for a flawless evening. Guests also took part in a team fashion and industry quiz — martinis in hand.

Attention to detail

Costumized buttons featuring the collection’s crest, custom-made furniture to showcase the clothing, a soft and cozy ambiance — every detail was carefully considered to create a sense of belonging and sisterhood. We turned the Reitmans Secret Society into an exclusive yet accessible club.

Results

In total, more than 50 people were invited to the evening event on September 16. The 26 attendees all wore the blue striped shirt gifted by Reitmans, each styled in their own unique way.

A total of 77 mentions of the event appeared on guests’ social media accounts, generating 1,167,832 organic impressions. In addition, every guest shared their appreciation for the evening — whether for the photos taken with friends, the fun fashion quiz, or, of course, the discovery of the new collection.