For this assignment, we were tasked as a group to create a media kit and PR strategy for a brand of our choice. My group, called Noir Public Relations, chose to represent Aritzia. The project included a press release, media pitch, brand story, fact sheet, lookbook, event & collaboration pitch, social media strategy, and social media calendar. The press release and media pitch focused on Aritzia’s Work Wardrobe Campaign featuring model Alex Consani. The brand story and fact sheet detailed Aritzia’s story and important aspects of the brand. The lookbook then set the aesthetic tone for the collaboration, featuring pieces that were a flowy silhouette, spring colors, and timeless.
The collaboration pitch details a limited-edition summer capsule collection in collaboration with Meredith Hayden, private chef and content creator based in the Hamptons also known as @wishbonekitchen. The collection would feature breezy silhouettes and elevated basics rooted in Meredith’s signature aesthetic and Aritzia’s timeless branding. The collection’s release would be timed with the release of Hayden’s new cookbook this summer.
The event pitch proposed a two-day relaxing brand trip to the Hamptons on July 18th & 19th to celebrate the launch of the summer capsule collection. Inviting well known influencers, the weekend would include wellness activities and Wishbone Kitchen dinner experiences. The entire experience would be sponsored and styled by Aritzia to promote the summer collection.
The social media strategy presented focused on tailoring content to different demographics. While Aritzia is popular amongst younger generations, the strategy focused on marketing towards older generations and partnering with creators who will have a global influence. The social media calendar discussed using platforms such as TikTok and Instagram to promote the collection as well as build anticipation for the collaboration & event.
This project taught me the importance of staying true to a brand’s identity while also creating new and intriguing ideas. It taught me how to work with a group to create something authentic. I learned how to align every element – from the press release to the social media strategy – under a unified vision. Balancing brand identity with a collaborator’s aesthetic was another skill I learned from this project. I also gained valuable insight into how to tailor social media content to different demographics to build anticipation for a new product. I will take the strategic, creative, and interpersonal skills I learned from this project and use them in my future professional endeavors.
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