Featuring ski, lifestyle and activewear that can take you from slope to street, the collection is new for AW23 and marks the latest celebrity collection from the brand, which has recently worked with the likes of Laura Whitmore, Jermaine Jenas and Fleur East.
The partnership has been spearheaded by the brand’s PR and social media agency, Smoking Gun, which identified Pixie as the personality to front the range and brokered the deal to welcome her on board.
The multi-channel campaign has gone live across e-commerce, in-store retail and digital advertising, while Smoking Gun manages its further extension through media relations, social media content and influencer marketing.
Sally Bailey, Marketing Manager for Dare 2b, comments: “Pixie was a great option to model the range for the brand. As a keen skier, she's the perfect fit for us and we had great fun working on the shoot and roll out with her.
“The collection not only looks great on Pixie but is packed full of our latest technical fabrics and technologies - true sportswear built to perform in the elements. A lot of the range is made from recycled fibres too, something the brand is really passionate about.”
Smoking Gun’s Managing Director Rick Guttridge comments: “It’s always a real moment to see an endorsement of this scale come together; the response from the brand’s retail partners and consumers has been phenomenal. Our team is now busy activating the launch and roll out comms programme.”
The On Piste ski collection includes sleek and stylish mid layers, padded jackets, jumpers, salopettes and snowsuits, while the activewear and lifestyle collections contain a versatile range of sports bras, leggings, t-shirts, sweaters, hoodies, gilets and jackets. Discover the full On Piste With Pixie Lott collection here.
