The Brief:

The Lifestyle Agency was appointed to deliver the communications and guest management strategy for Paul Costelloe's SS27 runway show during London Fashion Week. Having opened London Fashion Week for 40 years, the SS27 show marked a significant new chapter for the house: the first collection presented under the full creative direction of William Costelloe, following the passing of his father and founder, Paul Costelloe, in 2025.

Working closely with the Paul Costelloe team, TLA was tasked with maximising the editorial and cultural significance of this milestone moment, while managing the full press and guest experience. From strategic invite curation and media opportunities through to VIP dressing, front-row management and backstage content, the focus was on creating a high-impact London Fashion Week presence that celebrated the house's heritage while introducing its next creative chapter.

The Strategy:

TLA developed and delivered a targeted London Fashion Week strategy spanning media relations, guest management, VIP dressing, press opportunities and social content. The team curated a high-profile guest list of key fashion editors, journalists, influencers, VIPs and industry figures, ensuring the room reflected the brand's positioning while bringing together key voices from across the fashion industry.

TLA managed the seating plan for 300 guests, carefully balancing editorial priorities, VIP requirements and key industry relationships to create a considered front-row experience. Alongside this, the team secured and managed VIP dressing opportunities, working closely with talent and stylists to maximise visibility for the collection both on and beyond the runway.

To maximise the show's editorial value, TLA proactively identified and facilitated media interview opportunities around William Costelloe's debut collection and the next chapter of the family-run house. The team also coordinated backstage social content, capturing the energy, craftsmanship and access surrounding the show and extending the London Fashion Week moment across digital channels.

Results:

• 140+ pieces of earned media coverage
• Coverage secured across leading international fashion and business titles
• High-profile coverage including The Telegraph, WWD and Forbes
• 300 guests managed across the runway show experience
• Strategic VIP dressing and media interview opportunities secured

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