NAHALATE.
About the project
Nahalate is a Russian womenswear brand founded in 2018, known for natural materials and a distinctive traditional aesthetic. Kimonos and kaftans form the core of its range.
The brief
Develop a creative launch concept for the A La Russe collection and bring it to life through a brand event, PR and influencer communication, raising awareness of both the brand and the collection.
In collaboration with Awareness Bureau.
Concept
The brand approached us less than a month before launch. The brief went beyond organising a presentation: the event needed a creative concept expressing A La Russe’s values, strengthening the brand’s positioning and becoming a story in its own right.
Creative idea
Turn the collection presentation into a contemporary interpretation of a Russian reception in a historic Moscow house. Every touchpoint — invitation, space, programme and details — drew on the traditions and aesthetics of Moscow’s nobility, letting guests enter the collection’s world rather than simply see it.
My role
- Developed the event’s creative concept and interactive brunch format, and contributed to the programme.
- Developed five PR-mailing concepts. The final invitation was hand-embroidered on a hoop: a physical expression of the collection’s aesthetic.
- Coordinated production and delivery of the invitations.
Partnerships · Influence
Guest management
Once the concept was developed, the next task was to extend it beyond the event: make guests and partners natural participants in communication and generate organic reach without a separate media budget.
We integrated partnerships with adjacent-category brands sharing Nahalate’s aesthetic, values and audience. Partner products became part of the setting and guest experience rather than stand-alone advertisements.
My role
- Sourced and organised the Gzhel partnership, agreeing on the integration, décor and gifts.
- Contributed to influencer selection based on aesthetic and audience fit, coordinating communication and guest management.
- Designed touchpoints encouraging guests to create and share collection content organically.
Event guests
Polina Askeri, Sofia Bits, Evgenia Levshitskaya, Ekaterina Katkova, Anna Jackson-Steven, Evgenia Plotnikova, Elena Pestrova, Ilona Kril, Ksenia Mezentseva, Yulia Ignatieva and others.
Results
The creative concept shaped both the event and its ongoing communication: guests and partners organically shared collection content across social media and other media.
- influencers
- >20
- pieces of social content
- >50
- media mentions
- 9
- total publication reach across all platforms
- >360k
