How do I know you're the right marketing and creative agency for my luxury brand?

Fair question. Everything here is the personal work of our co-founding partners, Niki and Scott, across three decades in heritage and premium brands. Further projects can be shared under NDA. If you like our style for your luxury brand, let's talk through your project requirements.

How do you measure your commercial impact?

During your onboarding, we will agree on the metrics that will define success for your project, and how these will be measured. These metrics will define every decision we make, and every optimisation we enact. Every project begins with a consultation, so let's talk.

Do you have experience within my industry?

Most likely, yes. We bring heritage brands to life and elevate premium ones, from fashion and retail to automotive, art, real estate, finance and entertainment. Our creative ad campaigns span sectors and wealth tiers. Tell us about your category and let's see if there's a fit.

How do you ensure influencer marketing feels authentic in luxury?

The word 'influencer' is a red herring at this end of the market. What matters is advocacy from people with a genuine relationship to your brand. If your category demands credibility over reach, let's have a conversation.

How can we grow our luxury brand's adoption among affluent audiences?

People want what is out of reach, the backstage pass, the hand-made piece, the finest hand-feel, sometimes because of the price tag, not in spite of it. Luxury storytelling works with the behavioural economics that drive irrational decisions. Whether you need to increase your volume, or your price point, let's talk.

What makes your perspective different for a luxury brief?

Our founding partners (and creative collective) span product, design, marketing and sales across industry verticals from premium to ultra-luxury. We think imaginatively and practically at the same time, left and right brain working together, because we have been on the front line as well as the back office. If you like the idea of connected thinking, let's talk.

Almost Famous:
Festival Soul, Global Touch

Almost Famous SS14 campaign hero image showing the festival-inspired creative direction for Made by Niki

How a ‘festival feeling’ opened 100+ luxury stores and turned influencer marketing into 2 million reach.

Made by Niki Almost Famous luxury fashion lookbook cover with backstage-inspired art direction

Brand
Almost Famous / Made by Niki

Industry
Fashion / Lingerie / Luxury Goods

Skills
Creative Direction
Influencer Marketing
Strategic Partnerships
Celebrity Endorsement
Digital Content

Led by
Niki McMorrough
Scott Parker

Challenge

How do you build a luxury campaign with a backstage pass to VIP status?

Insight

Niki embraced that festival feeling with a collection inspired by Penny Lane, played by Kate Hudson in ‘Almost Famous’. Crafted details included crochet lace, circle-cut silks, knotted shoelaces, fringes, pleated tulles and soft sheepskin. The craft told the story. The campaign and influencer marketing needed to feel it too.

Almost Famous SS14 lookbook spread showing influencer marketing and strategic partnership creative

Floral festival harness piece featured in the Almost Famous influencer marketing brochure

Almost Famous SS14 lookbook page featuring the festival-aesthetic creative direction

Almost Famous SS14 lookbook spread showing backstage-aesthetic art direction

How a backstage aesthetic turned celebrity endorsement into a strategic relationship with KT Tunstall.

Our lookbook imagery used black staging with backlit corridors and flight cases to convey a backstage roadie vibe. Artisanal hand inked treatments brought a trippy 70’s feel to the hair and eyes. The lookbook was mailed to our devoted retail buyers and images were used for international trade show signage and – along with our in-house product shots – the e-commerce website.

A strategic relationship with KT Tunstall to co-create bespoke touring trousers, kicked off an influencer marketing campaign that went on the road. With photographers and creators from London to Tokyo, everything coalesced in a consumer digital content campaign via web, email and social media.

Retail

Retailers were given access-all-areas to our wholesale vip website for stock-ups and merchandising materials.

London - Milan - Paris - Brussels - Ibiza - NYC - LA -Tokyo - Sydney

Influencer Marketing

Through audience profiling we knew which customers were influential – and who influenced them. Our strategic relationship outreach and celebrity endorsement brought extended reach of ~2 million and broadened the season’s creative vision with~50 pieces of digital content, showing the brand in its element.

Influencer advocacy photoshoot from the Almost Famous strategic partnership programme

Bespoke commissioned piece worn by an influencer on the Almost Famous SS14 campaign tour

Editorial

Our strategic press loans seeded the collection in free-spirited editorial photoshoots.

Consumer Campaign

Making every customer feel like a VIP, the ‘backstage pass’ was included in the e-commerce package with full range and influencer marketing imagery to encourage repeat orders.

Backstage VIP experiential consumer marketing collateral for Almost Famous SS14

Digital content mockup from the Almost Famous consumer campaign across web and social

  
    Influencer marketing results: 100 luxury stores, 2 million reach and celebrity endorsement from KT Tunstall and Paloma Faith
  

In the Press

Elle Japan and international editorial coverage

~2 million reach

via earned influencer coverage

100+ luxury stores

including Luisa Via Roma, La Maison Simons and Coco de Mer

KT Tunstall & Paloma Faith

commissioned bespoke pieces

Questions worth answering

The word ‘influencer’ is a red herring at this end of the market. What matters is advocacy from people with a genuine relationship to your brand. If your category demands credibility over reach, let’s have a conversation.
People want what is out of reach — the backstage pass, the hand-made piece, the finest hand-feel — sometimes because of the price tag, not in spite of it. Luxury storytelling works with the behavioural economics that drive irrational decisions. Whether you need to increase your volume, or your price point, let’s talk.
Our founding partners (and curated collective) span product, design, marketing and sales across industry verticals from premium to ultra-luxury. We think imaginatively and practically at the same time, left and right brain working together, because we have been on the front line as well as the back office. If you like the idea of connected thinking, let’s talk.