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About This Project

When Marcus Wainwright and David Neville, the acclaimed design duo behind Rag & Bone, decided to open their first US store outside of New York, they hired TAA PR to develop a high impact launch strategy. Three months prior to opening, the TAA PR team began an innovative media outreach plan that allowed local tastemakers to connect intimately with the brand. Having been inspired by the success of the DIY Project in Washington, D.C., Rag & Bone unveiled photos of Septime Weber (artistic director of the Washington Ballet), Ben Olsen (head coach for DC United soccer), music agent Arash Sharazi, and acclaimed restaurateur and chef, Fabio Trabocchi, wearing the label’s clothes. More than 200 stylish Washingtonians attended the private reception, and the launch strategy has seen tremendous follow through in terms of brand recognition and loyalty in the local market.