For more than 80 years Canali, an Italian luxury brand known for its impeccable menswear, has been promoting the values of ‘Made in Italy’ excellence through its artisanal know-how, creating sartorial masterpieces of exceptional wearability and comfort, blending culture and history with style and taste. To further promote its brand awareness in China, RF Thunder decided a proactive approach was necessary.

We built up a close relationship with the media and stylists and gathered insight to editorial planning and event information. We leveraged these insights to be involved in the best opportunities for celebrity dress-ups and photo shoots, maximizing the exposure. For each fashion show that Canali participated in, comprehensive multi-media press releases were developed and distributed to fashion media nationwide.

During the Fashion Week season, Chinese media were invited to Italy and tailor-made their schedules to avoid time conflict with other brand shows. Significant coverage was secured for Canali in Tier-A magazines that helped increase brand awareness among fashion practitioners and potential consumers. A strong relationship with stylists was established, elevating Canali as top-of-mind brand when it came to celebrity dress-ups.