Australian clothing line makes a bold impression on US market

Australian company We Are Handsome, manufactured exclusively in Australia, is expanding into the US women's market.

Client: We Are Handsome (Sydney, Australia)
PR agency: Post+Beam (Los Angeles)
Campaign: We Are Handsome, US launch
Duration: July 2010-February 2011
Budget: $27,000 ($3,000/month)

Australian company We Are Handsome joined the clothing arena in 2009 when two friends, Indhra Chagoury and Jeremy Somers, started a swimsuit line featuring photo-like bold graphics, such as a wolf's face with piercing eyes.

The young swimwear label, manufactured exclusively in Australia, is now expanding into the US women's market - and not just in swimsuits, but as a clothing line.

Strategy
"It goes down to positioning," says Jennifer Rose, acting AE at Post+Beam. "It's about making it exclusive, getting it on the right celebrity, as well as making it strategic and targeting the right media."

Tactics
Post+Beam coupled PR with sales by lending support in securing the appropriate showroom for the collection and reaching out to celebrities and social media to connect with trendsetters and influencers in the fashion world.

Results
Products were shown in outlets including Vogue, Nylon, WWD, Style.com, and the Style section of The New York Times, as well as on social media networks. Items were also featured on 2,000-plus blogs.

In addition, the brand got a boost as celebrities including singers Rihanna, Katy Perry, and Fergie, actress Jessica Biel, and supermodel Tyra Banks have all publicly worn We Are Handsome's clothing.

Future
"We embarked on a whirlwind tour," says Chagoury. "In July, we went to Miami to attend the world's biggest swim trade show. Then, off to New York to meet with as many retailers, work associates, press, and publications that we could fit into one week."

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