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She’s a celebrity … get me in her gear: How Holly Willoughby sparked a fashion PR win for La Redoute

By Rachel Gladwin

Our fashion PR team had their own jungle challenge this week after La Redoute played a starring role in I’m A Celebrity … Get Me Out Of Here!

Host Holly Willoughby is quite the fashion icon. And her outfit on Tuesday night stole the show for our client.

Watching Holly walk out in a La Redoute blouse on Tuesday night – seeing one of the biggest names in UK television on one of the biggest shows on TV in our client’s product – was a terrifically exciting moment. Our careful influencer selection and media relations planning had paid off.

La Redoute was the first non-designer online retailer brand that Holly has worn on the show. Everything else has been very high-end, with Holly wearing the likes of Harvey Nichols, Sandro Paris and Chloe. Holly’s fashion followers have been having to find a lower-priced alternative – and then they saw her in that £39 shirt, something they could easily go out and own. It was stylish, affordable and accessible.

Everyone wanted to get hold of it – either for themselves or for their publication. ITV This Morning, The Sun, Daily Mail, Daily Express, OK and Hello all wanted to feature the style.

The shirt sold out online in a couple of days, hundreds of units gone in a flash. The company has seen a real spike in traffic online as savvy shoppers seek out Holly’s shirt. There’s been a 286 per cent uplift in sales of shirts and blouses in its Mademoiselle R range as a result. And a large per cent of people who bought the shirt were actually new customers.

On top of that, they weren’t just buying the shirt – they were looking around and putting other items in their online shopping cart. The team at La Redoute were thrilled with the commercial impact and understandably.

The catalysts for this explosion of interest are Holly’s celebrity status and the relationship we’ve built with her fashion stylist through our years of fashion PR experience.

Holly has become a fashion icon in the past few years after she revamped her style. She was a little reserved before in her clothing choices. But she has been working with stylists to become much more trend-led. Women can’t get enough of her style.

Brands queuing up for exposure

Holly’s style advisers have pushed her out of her comfort zone and her outfits for This Morning have been getting a lot of press, building on the popularity of her posts on Instagram. Brands have been taking note and have been queuing up for a slot in her on-screen wardrobe.

We are connected to a range of stylists and before I’m A Celeb began shooting we took the show’s wardrobe creator through La Redoute’s latest collection. This kind of prospecting is one of the unseen sides of fashion PR, where we sow seeds we hope will fruit for us later.

No money changed hands to get that shirt on the show – this was purely an earned media relations exercise – and there were no guarantees it would feature. So how did we succeed? It comes down to the quality of two things – the clothing produced by La Redoute, and the relationship we have with Holly’s fashion stylist.

To find out how we push the boundaries of PR, marketing, digital and web design to get the best for our clients, call us now on 0800 612 9890.