brings in EdenCancan for secret project

Children's fashion retailer has opted for EdenCancan as it brings in agency help for the first time.
The agency won the work following a pitch process. It will be focusing on an under-wraps experiential project set to take place later this summer, as part of a four-month project brief. offers more than 100 fashion labels for young people, including brands such as Burberry, Chloé, Fendi and Dior.

Nick Ede, creative director at EdenCancan, explained that the agency would be leading work around a ‘fashion experience’ taking place in London.

Ede said he could not go into details of the event but added: ‘The project is there to amplify the brand, and the project we're working on is about building up noise around AlexandAlexa. There’s a real zeitgeist at the moment with children being dressed well in designer brands, and this event will offer an interactive experience.’

Leading the work for EdenCancan will be account director Julia Demetriou and head of client services Rachel Topping. They will report to PR manager for Alexandalexa, Michelle Dowdall.

The brief is also set to feature a range of stunts and seminars, with social media used to spread content generated from the work.

Ede added that were the project a success, it could be replicated in other countries where the brand has a strong presence, such as America and Australia.

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