When the celebrated British label COS, Collective of Style, opened its first store in Canada in September 2015, it chose Jane Gill PR to be its fashion and design PR agency . The goal was not only to create buzz and excitement for the brand and drive in-store traffic, it was also to connect COS with Toronto’s vibrant design community – a key component of the brand’s DNA.

The public relations program consisted of a robust media relations campaign, blogger tours, VIP dressing, as well as an opening in-store cocktail event for more than 250 fashion and lifestyle media representatives and other thought leaders from the design world. A donation was made to the Design Exchange, Canada’s Design Museum, and a private dinner for 32 influential editors and designers was hosted by the President of the Design Exchange and Head of Women’s Design for COS.