Aquascutum enlists B-M for govt relations drive

Aquascutum, the luxury fashion brand, has hired Burson-Marsteller to its PA and corporate account as it this week welcomed former Pringle of Scotland chief executive Kim Winser as president and CEO.

B-M's hire reunites practice chairman Simon Elliott with Winser, who at Pringle retained Trimedia Communications, Elliott's previous employer, for public affairs.

Founded in London in 1851, Aquascutum positions its heritage as 'combining quality and craftsmanship with innovation and exquisite design'.

The brand is owned by Japanese apparel firm Renown, which last month merged with menswear specialist D'urban. It has said it now wants to 'realise the tremendous potential of Aquascutum on the world stage'.

Elliott said B-M would look to build relationships for the brand with the Department of Trade and Industry, the Treasury and the
Foreign Office, as well as constituency MPs where appropriate. It operates a factory in Corby in Northamptonshire.

The brand's upmarket image has over the past couple of years been tainted by the 'chav' tag most commonly affixed to the Burberry label. It was one of several brands, alongside Henry Lloyd, Stone Island and Burberry, that was famously banned around 18 months ago in two pubs operated by Barracuda.

Winser, who was unveiled as president and CEO on Wednesday, said: 'Aquascutum is renowned for designing and producing beautiful ranges of luxury products. This will develop further as we expand the business'.

Winser left Pringle at the end of last year after five years, during which time she was credited with transforming the brand from a discount golfing label into a chic international fashion line.

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