PRCO was appointed to drive brand awareness of Versace in the Russian and CIS markets.

PRCO created a strategy that aligned with Versace’s global brand marketing vision and move towards a more understated messaging and approach.

PRCO delivered a successful repositioning campaign for the iconic luxury brand via targeted feature placement in key luxury and aspirational titles. The PRCO team also negotiated a series of high-profile celebrity and influencer dressing opportunities with A-list celebrities, each of whom was carefully selected to embody the new brand direction and attitude. 

Versace
Versace

Highlights included red carpet styling opportunities at the Cannes Film Festival, together with a number of Moscow-based events including MMKF International Film Festival, Kinotavr, May Fashion Fair and The GQ Men of the Year awards.

The PRCO showroom at Stoleshnikov Pereulok also hosted a number of new collection launches.

Further activity included key profiling opportunities for designer Donatella Versace and CEO G.G. Ferraris in business and lifestyle titles, as well as high-energy ongoing quality coverage of new collections and hero pieces.