David Bitton aims for celebrity push

US fashion brand David Bitton is to recruit celebrities to support a media relations drive to launch the 20-year-old label in the UK.

Celebrity endorsement of the brand – which is a competitor of brands such as Diesel and Miss Sixty – has formed a core part of its PR activity in the US and DB has hired Resonate to line up similar unpaid endorsements in the UK.

Brad Pitt, Julia Roberts and Christina Aguilera have all sported DB clothes.

Resonate MD Michael Frohlich said it would place products in a range of national media and fashion titles, in line with DB’s range of men’s and women’s clothing and prices.

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