Fashion, beauty, lifestyle and hospitality agency Shadow PR (www.ShadowPR.com) announced its representation of Rent the Runway, an online destination for dress and accessory rentals, commencing September 2012. As the online luxury fashion rental brand’s agency of record, Shadow PR will bring Rent the Runway to the forefront of short-lead and long-lead consumer and industry print, online and broadcast media.
Shadow PR will execute a strategic campaign encompassing business features, executive profile stores and spotlights on advances in the user experience of the website. Product placement stories will be utilized to highlight Rent the Runway’s growing roster of over 160 top designers, 30,000 of the season’s hottest dresses and 4,000 accessories. The agency will also lead the brand’s celebrity outreach, special initiatives and event activations.
"Shadow PR’s expertise in brand-building and unique, creative ideas for strategic media campaigns make them an ideal partner to drive awareness and continue to help us change the way women shop through the emotional experience of renting the runway," said Jennifer Hyman, Co-Founder and CEO of Rent the Runway."
"We are thrilled to represent a thriving young company founded by two innovative female entrepreneurs," said Lisette Sand-Freedman, Co-owner of Shadow PR. "Their passion for their business is infectious and together, we are going to turn ‘luxury fashion rentals’ into a cultural phenomenon through memorable, impactful press coverage."
Shadow PR’s New York-based publicity team will lead the branding and editorial elements of the partnership, while the LA-based celebrity team will execute all aspects of talent activation.