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Phoenix 2020 Collection by Just Black

DATES

November – December, 2020

Clients

Just Black 

Service

Strategic Communications, PR Support 

Category

Fashion 

Overview

As a trusted partner of Just Black clothing brand, SPRING PR provided comprehensive PR support for the launch of the “Phoenix 2020” collection, enhancing the brand’s visibility and reputation in the fashion industry.

Founded in 2017 in Yerevan by producer and designer Gaia Manoukian, Just Black positions itself as a clothing brand in Premium class, providing exclusive , limited edition collections. It produces clothes and accessories inspired by the BLACK and promotes black as a positive color.

On December 15, 2020, Just Black unveiled its new collection, featuring 55 meticulously crafted looks that incorporate fire, ash, and coal motifs, showcasing the image and luxurious beauty of Phoenix 2020 through intricate details. The event attracted key figures from show business, fashion, and cultural sectors, including designers, business leaders, and fashion influencers.

It is the first brand in Armenian fashion to exclusively present looks in various shades of black, ranging from clothing to accessories, designed for men, women, and children.

The Phoenix 2020 collection symbolized strength, resilience, spirit, and rebirth, standing out from previous collections. This time it emphasized the fiery symbolism of Phoenix 2020, transitioning from urban style to classic and cocktail designs. Breaking away from traditional fashion rules, Just Black simultaneously presented autumn-winter and spring-summer collections, encapsulating the entire philosophy of 2020 in the Phoenix 2020 concept.

The Phoenix 2020 collection was inspired by two key sources. The first was the Phoenix, symbolizing constant transformation and rebirth. The second was the image of strong women—resilient and self-sufficient individuals who swiftly adapt to change while maintaining their beauty and femininity.

Staying true to the brand’s identity, the collection predominantly featured black garments, symbolizing elegance and timelessness. The show’s finale, however, was marked by a striking fiery dress, embodying the transformative essence of the Phoenix.

Strategy

SPRING PR executed a thoughtfully designed communications plan to enhance media engagement and generate anticipation around the “Phoenix 2020” collection launch. The approach ensured consistent visibility before, during, and after the event, effectively conveying the collection’s essence and significance to its target audience.

In the lead-up to the event, SPRING PR implemented a dynamic media outreach campaign. Carefully crafted press releases and exclusive interviews with the designer highlighted the collection’s inspiration and narrative, positioning the event as a standout moment in the Armenian fashion scene. These efforts created widespread anticipation among media professionals and the public.

On the event day, SPRING PR ensured seamless coordination with media partners and key outlets, facilitating comprehensive coverage. Interviews and on-the-ground support enabled the event to receive extensive media attention while emphasizing the collection’s powerful symbolism and appeal.

Following the event, SPRING PR maintained momentum by distributing detailed post-event press releases, summarizing the event’s highlights and reinforcing the Phoenix 2020 collection’s impact. Continued engagement with media contacts helped sustain interest, leading to further coverage and extended discussions about the brand.

To measure the success of the campaign, SPRING PR conducted media monitoring and provided consulting services, evaluating the reach and resonance of the communications. This process offered valuable insights to the client, further enhancing the visibility of the collection and ensuring its narrative resonated with audiences across various platforms.

By implementing a strategic and well-coordinated communications approach, SPRING PR successfully amplified the launch of the Phoenix 2020 collection, connecting its bold narrative with media professionals, industry leaders, and the wider audience․