The Mint Partners has launched a new, contemporary studio-style Showroom to meet the aesthetic and functional needs of their growing, luxury brand clientele.
The Showroom serves as a brand showcase for a mix of leading luxury fashion and lifestyle clients creating a bespoke experience for product launches and exclusive showings.
Over recent months, MINT has expanded their fashion credentials, welcoming new brands to The Showroom including French luxury maison Celine, international designer eyewear retailer Sunglass Hut, luxury footwear designer Roger Vivier and eponymous French designed lingerie label Simone Pérèle.
The Showroom is complemented with a sound experience by Danish high-end consumer electronics and design icon Bang & Olufsen – presenting their latest range of high-end quality speakers, headphones and sound accessories.
The Showroom space also plays host for tastings of new release and rare varietals for MINT’s range of premium beverage clients.
In response to the growing luxury fashion portfolio, MINT have appointed a luxury fashion specialist. Anna Tysoe joins the agency following five years working for a range of luxury fashion brands including Chanel, Christian Dior Couture and Zimmerman. Anna commences on 4 July in the role of senior account manager.
The Mint Partners brings a business focussed approach to fashion offering an insight-led integrated approach to communications including earned, owned and paid channels. Complemented with an authoritative approach to people of influence, MINT boasts a strategic tiered approach to engage with celebrities and high-net-worth VIPs as well as trend forecasting to uncover emerging influencers and content creators to align and grow brands.
Genevieve Taubman Campbell, founder and managing director, said: “Fashion is a serious business and one that performed well via online and BNPL options throughout the pandemic disruption of last two years. The Australian fashion and textiles industry contributes more than $27.7 billion annually to the Australian economy, employing 489,000 workers. The majority of these – 77 per cent – are women. Globally, Fashion is a $3 trillion industry.”
MINT have previously been engaged as news and broadcast specialists for Australian Fashion Week and have worked on projects for world famous brands including Louis Vuitton and Chanel. MINT was also the first agency in Australia to represent athleisure brand Lululemon and ASOS – one of the largest online fashion marketplaces.
See also: The Mint Partners team expands with new senior hires and internal promotions
Last month, The Mint Partners added two new senior hires to their team, Melissa Dive and Megan Osborne, along with a series of internal promotions.
Taubman said: “Alongside the new hires, MINT is continuing to develop their current team and has celebrated a range of strategic internal promotions with Ambre Harford, taking on the role of group account director on her return from maternity leave, Emma Healy has been promoted into the newly created role of strategy and talent director, Nicole Craig is taking on the elevated new role of special projects director while Bree Nicholls has been appointed account director.”
The new hires and internal changes come as the brand and communications agency has a successful start to 2022 with an increased client portfolio and an expansion of current client servicing.