Lipsy Love Michelle Keegan – a success story…
In May 2014, our lovely and long standing client Lipsy revealed to us the name of their latest celebrity collaboration. This was met with squeals of glee, and shouts of ‘She’s My Ultimate Girl Crush!’ The lady in question was none other than former Coronation Street babe and FHM’s No.1 sexiest female, Michelle Keegan. After leaving the cobbled streets of Weatherfield and her character Tina McIntyre (who she played for 7 years) behind, Michelle decided to turn her hands to fashion and partnered up with one of her favourite high street labels, Lipsy – and the BPR team were thrilled to be apart of it!
The 30+ piece collection comprised of looks which reflected Michelle’s own personal style: cosy knitwear, playsuits and cute co-ords for her laid back days to full length gowns, lace trim body con dresses and tailored jackets, channelling her red carpet looks which she rocks so effortlessly. Once the campaign was shot in a luxurious house on the outskirts of London it got the ball rolling for alerting the anticipating press of the impending collaboration. The jammed packed, frenzied and super fun press day/junket held at the ME Hotel in Central London was followed by streams of support and love from the press towards Michelle and her collection.
The collection was launched to the world with a cover exclusive from weekend supplement Fabulous magazine. Followed by full, double and four page spreads in key weekly consumer titles including Hello, OK, Closer and Reveal. The cover and glowing report in one of the UK’s most widely read newspapers, the Metro, proved to be a collaboration highlight. However, it seemed the press couldn’t get enough of Michelle, her clothes and beautifully shot campaign images.
The launch of the second drop in August was revealed in the leading UK weekend supplement You magazine. With consistent, profiles, news stories, interviews and product placement across all forms of media, this collaboration has presented itself to be a press favourite as well as a commercial suc
cess. The sell out range has since gone on to have two consecutive drops in August and September, with the final drop to launch just ahead of Christmas – we’ve had a sneaky peak at the campaign images and there is definitely a party look for every Christmas event this year! The Lipsy Love Michelle Keegan, Christmas collection will launch on 22nd October into Lipsy stores and online at www.lipsy.co.uk so watch this space!