FASHION PR INSIGHTS: CDLN COMMUNICATION
Paris-based fashion PR agency CDLN Communication works hand in hand with emerging designers to build a personal brand story and successfully introduce them to the industry. Employing a range of creative partners, founder Anne-Sophie Colas de La Noue defines an effective strategy tailored to suit every talent individually before creating their visual kit – from campaign and packshots to video production, CDLN offers a complete service dedicated to content production essential to ensure visibility on off- and online media. We caught up with Colas de La Noue to discuss focusing on emerging designers, working with influencers and achieving their goals in 2017.
Tell us about your background and what led you to start CDLN.
After studying fashion design, I completed my training pursuing event communication strategy studies. I got myself into the press field right away, first as an assistant editor at fashion and couture houses, then in a press office working with renowned brands and houses. I started my own business, CDLN, in 2015 after a year of freelancing; I wanted to create a suitable structure for young designers and their creative projects.
What is your philosophy at CDLN?
Believe in every designer’s project and support their growth and development.
Why did you choose to focus on emerging designers and brands? What do you have to offer them?
I see PR as a stepping stone for young designers: offering them personal advice and helping them reach their full potential is a major point in my work. Closeness is definitely the major advantage of having a small business; we are in touch almost daily, which requires responsiveness and creativity. The counseling part has a comprehensive dimension; we work side by side. Without the talents, CDLN cannot exist! I am very proud to represent them. I work closely with image professionals such as photographers, directors, makeup artists and hair stylists. Effective communication is the result of quality visual content.
You work across a wide spectrum of fashion design – from clothing to accessories. Is there a common communication and marketing strategy for all types of clients?
Each project is different, but has a similar positioning: “young designers” quite high-end. It is a targeted communication strategy.
In what ways do you believe the fashion communications industry will change in the next years?
For some years now, the PR work is shifting towards digital communication. We communicate via different channels – social media and Instagram, for instance, has become a key player in terms of visibility. You have to quickly adapt and be more and more creative in order to make the difference.
How do you feel about influencers when it comes to professional collaborations?
Fashion democratization is a good thing. Influencers are now part of the marketing strategy. They provide added value for brands, and create unexpected, creative and affordable collaborations sometimes.
The consumer can project himself right away; it’s a great plus. By the way, the agency recently started a collaboration between hat designer Kiriko Sato and influencer/fashion journalist Malebitch: a capsule collection of 90s bandana printed visors. I think matching the two universes was great – it was a beautiful encounter.
How are you trying to stand out from your competition?
According to me, every agency has its particularities and its own way to work. We specialize in brand launch for young designers.
Do you have a typical client profile or do you work with everyone?
The designers I work with are real creatives with real skills and talents: Kiriko Sato hats, for example, are molded by hand following in a well-established tradition; Emmanuelle Barre and her casket bags for Ephyre are crafted with exceptional leather; Julyen Carcy designs a really creative ready-to-wear line mixing the couture with the casual element – a combination he calls “cousual.” Florian Sicard of Etablissements Pardi specializes in leatherwork and unique creations; last but not least, Randsellier develops 100% vegan traditional Japanese bags, a concept called “Randoseru.”
What are some of your agency’s goals for 2017?
Find new talents and potentially develop a lifestyle pole! We are always thrilled by the idea of having new projects!