Panache calls in EdenCancan for Wayne Hemingway collaboration

EdenCancan has been appointed to help promote a collaboration between lingerie specialists Panache and designer Wayne Hemingway.

Wayne and Tily Hemmingway: New collection
Wayne and Tily Hemmingway: New collection

The agency will be working on a six-month retainer around the hook up with Hemingway design after winning a pitch shoot-out.

EdenCancan will be providing PR, social media and events services to help promote the soon-to-be launched Hemingway Vintage Lingerie collection.

Trade activity will begin immediately around the launch, with b2b publications such as Lingerie Insight and Lingerie Buyer targeted.

EdenCancan will then kick off with consumer activity next March.

Jennie Field at Panache said: ‘This collection is a completely new direction for Panache and we were searching for an agency with an overall understanding of the lingerie market but also who understood Wayne Hemingway’s creative mindset and how to utilise this for press purposes.’

Working on the collection alongside Hemingway will be his daughter Tily, with the range set to be modelled in the campaign by a celebrity to be announced shortly.

EdenCancan director Nick Ede added: ‘Our execution will concentrate on the quality of the product and the public’s hunger for great lingerie.’

Instinct PR remains Panache Lingerie's retained PR agency for all other Panache brands.

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