Shine will handle PR for the launch of Vinnie clothing

A campaign is to get under way this month to promote the launch of footballer-turned-actor Vinnie Jones’s own range of clothing.

The actor’s newly created fashion label, called Vinnie, has appointed Shine Communications to handle consumer and trade PR around the launch on 10 July, as part of an integrated marketing campaign.

Shine Communications director Erika Hendrick said the agency will be targeting upmarket men’s and women’s magazines to position the brand, which is aimed at 25 to 40-year-old men, alongside labels such as Paul Smith and Stone Island.

‘At the 10 July party we’ll also be doing media liaison to launch the collection to trade and consumer media, as well as to the celebrity guest list,’ said Hendrick.

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