Online fashion venture TheMuse.tv appoints Golden Goose PR

Golden Goose PR has been called in to help promote an online fashion venture fronted by a leading industry expert.

Simon Glazin: TheMuse.tv editor
Simon Glazin: TheMuse.tv editor

The agency won a three-way pitch battle and will be working for multi-platform creative agency Devilfish for the launch of TheMuse.tv.

Launching in February, TheMuse.tv aims to be the ‘number one fashion haven’ for 16- to 24-year-old women in the UK. Its editor is Simon Glazin, otherwise known as The Very Simon G, who was voted male blogger of the year by Cosmopolitan magazine.

Matty Tong, managing director at TheMuse.tv and planning director at Devilfish, said: ‘We were impressed with Golden Goose PR’s social media credentials, creative thinking and contacts across major high street brands. With more than 200,000 views of our pilot, and 14,000 unique views on Facebook per week, we know that TheMuse is launching to an eager audience and we want to engage with them through every media platform they consume.’

Tong has formerly held senior planning roles at Publicis and Weber Shandwick.

Miki Haines-Sanger, founder of Golden Goose PR, said that the contract would be for six months but hoped longer-term links might be established.

She said: ‘We’re targeting bloggers, fashion editors, brands and maximising every form of social communication that reaches young, fashion-loving women. In addition to launching the site with an event this February, we’re speaking to the national and consumer media about ways to find out more about these women; there is invaluable user data available from TheMuse for ongoing news generation.’

The launch is set to take place around February’s London Fashion Week, and Golden Goose PR is also planning quarterly regional events for TheMuse.tv across the UK throughout the year.

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