Jay Ahr 

Brand identity, copywriting and Press Relations

I was thrilled to collaborate with the French designer Jay Ahr for the brand’s SS16 and FW16 collections.

I designed strong and complete storytelling strategies for the collections ad well as for the brand as a whole. I also coordinated international communication activities  throughout the seasons.

Industry: Fashion

Objectives: Promoting the brand with a new storytelling strategy

Date: 2016/2017

Solutions: Writing of several communication supports + PR


Fall/Winter 2016 Collection

The core design of the Fall/Winter 2016 collection included sharp lines and edges, geometrical shapes, light colours and the use of metal such as brass and copper creating a deep sense of roughness.

The story I designed for the collection established a direct connection between the collection, brutalism and the work of contemporary artists and designers Charlotte Perriand, Maria Pergay, Verner Panton or Valentine Schlegel.

To showcase that story, I wrote a compelling Launch Press Release for the collection in three languages : French, English and Chinese (including a Simplified Chinese version for the PRC and a Traditional Chinese version for HK and Taiwan).

→ View Press Release  in English  / in French / in Chinese

Spring/Summer 2016 Collection

The visual identity of the Spring/Summer 2016 collection included fluid fabrics, vibrant colours as well as the use of ropes and metal as a tool to emphasise certain area of the female body and create a dramatic effect.

I designed a story for the collection revolving around the sun, the sky and the sea including references to sailboats.
As the brand was starting to expand in Asia, the story I built also established a connection between the collection’s spirit and a certain idea of yin & yang sophistication.

To showcase that story, I wrote a compelling Launch Press Release for the collection in two languages : English and Chinese.

→ View Press Release in English / in Chinese


Brand Profile

With the new Fall/Winter 2016 collection came the opportunity to design a new identity for the brand.
I designed and wrote a new Brand Profile for Jay Ahr. This specific communication support made it possible for the brand and the designer to get control over the way the press and media talked about the brand.

The brand profile includes all information about the main activities and aspects of the brand that we want to promote. For example, we mentioned Jay Ahr’s embroidery ateliers in Beijing as well as the designer’s artistic activities outside fashion. 

It also contains all specific language elements, to make sure journalists and influencers use just the right words to talk about the brand.

2 versions of the brand profile were issued: in English and Chinese.

→ View Brand Profile in English / in Chinese

Press Relations

The communication strategy included strong PR actions targeted at Fashion media in France, China and Taiwan.
In addition to raising awareness about the collection via the press release I wrote and my existing network of journalists and influencers, the brand collaborated with KOLs and hosted a series of promotional events in Asia.

→ View press coverage and clippings

Press Conference

The communication strategy I designed for Jay Ahr FW16 season included a special PR action focused on the brand’s Grand Opening of its first boutique in Taipei, Taiwan.

A dedicated press release was issued in Chinese, English and French.
It was distributed to the press in Taiwan, Hong-Kong, France and the USA.

The Chinese version of the Press Release differs from the French and English versions for it introduces the brand in further details and focuses on the partnership Jay Ahr had developed with Taiwanese partners at the time in order to generate more trust in the brand.

A fashion show and a press conference also took place in Taipei for the Grand Opening for which I wrote the speech pronounced by the designer in from of the Taiwanese press.

→ View Press Release in English / in French / in Chinese


I assisted Jay Ahr in organising and coordination communication actions for a SS16 Trunk Show in New York City.

The brand also developed partnerships with several department stores in China. I also participated in communicating in Chinese with these new partners and add fluidity to the commercial process that was being established between the brand’s Paris office and China.
On the signature of a new contract with a Chinese store, I provided content written in Chinese to promote a special Jay Ahr SS16 trunk show in Fushun, China.



The shooting for the Fall/Winter lookbook was based on the identity I previously developed. It thus includes visual references to brutalism, architecture and a generally cold yet free and wild atmosphere.


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