Setting UK foundations

Monte & Lou | Setting UK foundations

Work

Setting UK foundations

Overview

When long standing connections in the Australian swim and resort market introduced us to Monte & Lou, who were looking to break into the UK market, we were impressed by the sincerity of their efforts to work in a responsible way.

Founded by Sydney based best friends Lynne Tramonte and Kay Howitt in 2018, the brand has built up a cult following in its home market, with feminine styles, luxurious feel and exquisite fit, courtesy of the duo's cutting expertise.

The brand’s silky, fast drying, 100% recycled fabric, made from post-consumer materials such as plastic bottles, fishing nets and carpet fibres, is their own innovation.

All other fabrics meet OEKO-TEX® Standard 100 and packaging throughout the supply chain to customer delivery is 100% compostable and biodegradable.

Elements

Editorial

Content production

Influencer seeding

VIP

Outcomes

With Monte & Lou looking to build buzz to support breaking into the UK market we delivered a programme of introduction to key positioning fashion press, writers and industry taste-makers. Lockdown in Australia made it impossible for them to shoot SS22 at home, so we stepped in to put together the campaign.

Shot on the South coast in Hastings, TWN handled all creative and production - from team to casting and locations.

Our implicit understanding of what would resonate with UK media translated to the images being used as holding shots in various publications including Grazia, Red, Evening Standard and Sheer Luxe, and wider placements across Sunday Times Style, Telegraph, Guardian Weekend and Elle online.

Seeding wins included Vogue’s Sarah Harris who said it was the best fitting bikini she’d ever owned, actresses Naomi Watt and Clara McGregor, model Pia Whitesell and creatives Blanca Miro and Emma Hoareau.

Monte & Lou Campaign

Grazia

The Sunday Times Style

Naomi Watts

Sheerluxe

Pia

Sarah Harris

YOU Magazine

Evening Standard

Elle