SMEG x D&G

Mission

Smeg has, for several years, enjoyed fruitful collaborations with fellow Italian icon Dolce&Gabbana. Each collaboration is supported by a global press trip, bringing together Smeg’s various markets and VIP media to the official unveiling of each collection in Milan. Little Red Rooster was tasked with hosting top tier UK press on the ground in Milan to officially launch the collections in 2016, 2017 and 2018.

Method

Little Red Rooster recognised that D&G did things a little differently to other brands – rather than employ fashion models to walk its new collections on the catwalk, it brought together leading socialites, actors, even royals to model its clothing. For this reason, Little Red Rooster thought – why don’t we do the same? Alongside traditional media, including journalists from Vogue, FT How to Spend It, Hello Fashion Monthly, Conde Nast Traveller and Sunday Times Style, we invited a selection of leading influencers across the fashion, beauty and interiors space, and were in fact one of the first agencies to host influencers on such trips which are typically reserved for print media. Each press trip was carefully planned out, with a jam-packed itinerary to entertain our guests but of course, keep our focus on the brand and its launch.

Boom

Via these press trips, Little Red Rooster carved out new relationships with a wide range of media and influencers, allowing Smeg to tap into new markets and secure coverage in new verticals. It particularly impacted the brand’s relationship with the fashion press, by securing coverage in the likes of Vogue – a world first for Smeg. Since then, Smeg has become recognised not just for its retro fridge collections, but as a cultural icon in its own right, and one that sits comfortably within high-end fashion mags as it does the traditional interiors press.