PR and Media Relations for the world of Design

Montura, a leading brand in outdoor apparel, has launched a PR campaign centered on the «Sashiko Jacket»: a high-tech garment with a deeply philanthropic spirit, born from the collaboration between founder Roberto Giordani and Kengo Kuma, which took place in 2018 at Arte Sella during the unveiling of the sculpture «Kodama» (Spirit of the Forest).

The goal was to build the brand’s reputation with the national media by highlighting an outstanding project in which fashion and architecture come together for a charitable cause: the proceeds from sales—a very limited edition of 83 pieces for the European market and the same number for the Asian market—were entirely donated to the «Ger for Life» project in Ulan Bator in partnership with Need You Onlus, to support single mothers with disabled children, and to the nonprofit association «WE - Women’s Eye.».

The PR strategy centered on highlighting the garment’s high-end design and its strong connection to design and architecture. The launch was coordinated with Milan’s Fuorisalone, coinciding with the exhibition of Kuma’s «Bamboo Ring» installation in the quadrangle of the University of Milan, highlighting how the jacket was inspired by the traditional Japanese technique of Sashiko: a micro-quilting technique that historically made it possible to create functional garments from scrap materials.

To give the media a firsthand experience of the brand’s culture, an exclusive press tour was organized (October 20–21, 2021), which gave journalists a behind-the-scenes look at the company and its in-house woodworking shop, Wallframe, where the iconic antique and designer furnishings for the brand’s flagship stores are handcrafted using certified wood.

The campaign generated a total of 25 publications, involving 7 journalists from major national publications in the press tour and securing coverage in 7 top-tier print publications. The story behind the jacket—featuring Biofusion organic cotton, camel fiber, Cameluxe recycled polyester, and Quickdry Frame™ water-repellent technology—garnered extensive feature coverage in prestigious architecture, design, and lifestyle publications.

TA-DAAN is an innovative startup and e-commerce platform founded with the mission of promoting contemporary craftsmanship as an ethical and sustainable alternative to industrial production and fast fashion. The goal of the PR campaign was to position the startup as the leading digital destination for younger generations—46% of customers are under 30—by establishing «handmade» as a concept that embodies cutting-edge design, sustainability, and entrepreneurship.

The strategy focused on participating in the industry’s major in-person events, complementing its online presence with live experiences during Milan Design Week. The central initiative was the launch of the concept store «Geppetto is Over - Reshaping Craftsmanship» in the 5Vie district, with young artisans from the community at the heart of the event, featuring demonstrations and live crafting workshops in front of an international audience.

To sustain editorial interest throughout the year, the product narrative—the capsule collection of ceramics with Musae Studio and pop-up stores in design-focused neighborhoods like Brera—was complemented by high-impact corporate news: the appointment of Francesca Ormezzano as the new CSO, the founders’ inclusion in Forbes’ Under 30 list, acceptance into Tim Draper’s accelerator program in Silicon Valley, and a revenue increase of +165%.

The campaign ensured TA-DAAN a consistent and high-profile presence in design, lifestyle, and business media. In addition to extensive features and interviews, the brand was reviewed and featured in the most authoritative guides to the Fuorisalone and interior design, solidifying the startup’s position as the undisputed leader in trendy craftsmanship.

We Are You created «Design Society,» an experiential project that took place during Milan Design Week 2024 (April 15–21). The initiative involved the installation of a temporary urban greenhouse—based on Privitera Eventi’s exclusive «La Fenice Garden» design—located in Piazza del Cannone, in the green heart of Milan’s Parco Sempione.

The goal of the PR activities was to maximize the initiative’s visibility, positioning it as one of the most fascinating and must-see stops at Fuorisalone due to its ability to combine an exhibition of future design with events, workshops, and cultural talks.

The communication campaign focused on the synergistic combination of biocentric design, temporary green architecture, and urban social interaction. The press office structured the narrative around several key areas of interest: the ecological value and natural integration of the installation in Parco Sempione; the cultural significance of the design talks and free workshops for children; and the entertainment aspect linked to the evening music parties.

By launching well in advance of Design Week, the project was strategically included in the editorial guides and maps of the «top events not to be missed» compiled by major national publications.

The PR campaign achieved extraordinary visibility, with a very high percentage of coverage in leading (Tier 1) publications. The «Design Society» urban greenhouse was the focus of in-depth features and recommendations in leading design, lifestyle, and tourism publications, ensuring a massive influx of visitors and cementing the initiative’s status as one of the major successes of Fuorisalone 2024.

Fluidra is a leading international group in swimming pool and wellness solutions. Disclosers supported the company in its PR efforts with the goal of strengthening its market position in Italy, highlighting both its product offerings and its role as a leader in the industry.

We have developed an ongoing media relations strategy, alternating between corporate communications, product launches, and content focused on industry trends. The initiative was designed to ensure comprehensive coverage of relevant vertical media outlets, while simultaneously expanding the brand’s presence in business, lifestyle, and general-interest publications, thereby reaching diverse audiences and strengthening brand awareness.

The strategy generated over 180 publications, with a quarter of the coverage (25%) appearing in Tier 1 publications. The project ensured a consistent presence in both leading industry media and influential national publications, helping to consolidate Fluidra’s positioning among diverse target audiences, ranging from the professional sector to the lifestyle audience.