Pitta Mask x NYFW
Pitta Mask is arguably the most distinctive Japanese face mask brand with the biggest cult following. Made of polyurethane (often used in cosmetic sponges), the mask has a soft lightweight finish that is flexible yet gentle on the skin vs traditional cotton masks. Pitta’s perfect fit increases its ability to protect against 99% of airborne particles (cold germs, pollen, and dust particles) and harmful UV rays. The mask’s signature silhouette and eco-friendly design played a big role in the brand’s success within the Asia-Pacific Region.
As the first in a set of three designer collaborations, we aligned Pitta Mask with a headline-making NYFW designer for their Fall 2020 runway show. This entry point would introduce, develop, and drive purchase consideration within the North American marketplace. The collection featured a selection of custom designed masks in a glamorously over-the-top spectacle that served as an authentic entry point. The partnership established Pitta—ahead of their competitors—an ownership stake within the under-served North American market.
Designer Partnership + Runway Integration
Pitta Mask introduced western society to their fashionable face coverings through a larger-than-life NYFW collaboration anchored in custom, couture designs and runway integration. As part of the program we sourced, negotiated, and secured design duo THE BLONDS for a custom capsule collection of five (5) masks, integrating all within their Fall runway show.
The Blonds
The Blonds, co-founded by designers Phillipe and David Blond, are best known for creating collections with a glamorously rebellious twist. Inspired by music, film and art, the brand utilizes an eclectic mix of textiles and embroidery to create hand crafted couture garments that focus on accentuating the human form. Their made-to-order label has created pieces for the likes of Beyonce, Rihanna, Mariah Carey, Lady Gaga, Madonna, Katy Perry, Jennifer Lopez, and Lizzo to name a few.
To help capitalize on Pitta Mask’s historic expansion into North America, we secured unprecedented backstage access for their Japanese media partner, TV Tokyo (WBS), which included an exclusive pre-show interview with designers Phillipe and David Blond. Both designers personally walked cameras through the entire collection bringing to light the creative process and inspiration behind their Fall designs. Following the interview Pitta Mask executives took part in a private champagne meet-and-greet with the designers.
As part of the partnership, Pitta Mask received five (5) front row and five (5) second row tickets as well as brand inclusion and special thanks in show press release/program. Met with an overwhelmingly positive response, the Pitta Mask partnership yielded 195M+ earned media impressions including international and national press placements in Love Magazine, Reuters, FOX, New York Post, The Daily Front Row, and Hola! among others. Since entering the North American market at NYFW, Pitta mask has received inquiries from notable celebrity talent and stylists including a personal request from icon and muse Daphne Guinness.
SOCIAL AMPLIFICATION
The Blonds posted, tagged, and hashtagged more than contracted with thirteen (13) in-feed Instagram posts and three (3) Instagram stories. Their social amplification yielded a robust 3.2M+ impressions and 94K+ post engagements with a 2.58% engagement rate; 25% higher than average editorial content.
Overall, Pitta Mask’s partnership with THE BLONDS garnered a massive social footprint with a collective 26.3M+ social impressions.
Custom Gifting + Limited Edition Merchandise
To place the brand directly into the hands of NYFW’s influential attendees, we designed and oversaw the production of 650 gift bags featuring a custom, limited-edition and collectible THE BLONDS designed Pitta Mask. Being the first North American partnership for the brand, this gifting was instrumental in increasing purchase consideration among newcomers and non-mask wearing consumers.
