Blow retained for Ecclestone fashion range PR support

Gemma O'Reilly 25-Jun-08

Fashion agency Blow has been hired by Formula 1 supremo Bernie Ecclestone's daughter to handle PR support for her luxury men's fashion range Form.

Petra Ecclestone appointed the agency following a competitive pitch. It replaces incumbent Jori White.

Blow will target high-end fashion, design and luxury titles and will handle support for events at Harrods, which is the exclusive stockist for Form.

The account will be headed up by Blow account director Zoey Goto. British formula 1 racing drivers Lewis Hamilton and Jenson Button have modelled some of the fashion range's collection.

‘The challenge we face is communicating Petra's complete involvement in the label,' said Goto. ‘She is incorporating her expertise from her Formula 1 background into the designs and is very hands on with both the design and business side of the lab.'

The collection plans to extend into womenswear and fragrance in the future.

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