Lucy & Yak is an independent fashion brand pushing the boundaries of sustainable fashion - famed for its conscious methods, organic materials and fun and vibrant prints, it is fast growing as a key player in the eco fashion industry.
We were tasked with the exciting launch of Lucy & Yak’s exclusive collaboration collection with global phenomenon and fellow ‘Yakker’, Ed Sheeran, ahead of his sell-out Mathematics tour. The limited edition range includes the brand’s original dungarees and bucket hat as well as a t-shirt and hoodie, all featuring designs inspired by the artwork from Ed’s latest album. A long-time fan of the brand himself, Ed wanted to create something that brings together both his love for his fans and the iconic Lucy & Yak dungarees.
Lucy Greenwood, co-founder of Lucy & Yak, said “We’ve been fans of Ed for over a decade, so when he got in touch we were delighted to be able to collaborate on a collection which brings Sheerios and Yakkers together - they’re at the very heart of the collection, and we had an amazing time working with Ed’s incredible fans to model the pieces too!”
Earning fans
We launched a strategic media relations and influencer campaign to get the collection out there, which saw a total of 471 pieces of coverage across key lifestyle, fashion, sustainability and music titles. The story landed with the likes of Daily Mail, Fashion United, billboard.com, Manchester Evening News and Elle.com - as well as getting notable air time across broadcast channels such as BBC 1 and 2, Capital, Heart and Magic FM, with an overall weekly listenership of 56,002,000. News of the launch was not only a success in the UK, but reached a total of 41 countries, including the US, Japan, Germany, Mexico and New Zealand - just to name a few. The coverage secured reached an average DA of 48, 34.1M estimated online views and 7.29K social engagements.
It was also shared by influencers and celebrities such as Ronan Keating (454k followers)*, Emily Coxhead (171K followers)* and Scarlett Curtis (89.7k followers)*, securing a total estimated reach of over 765K.
*correct at time of campaign
