NEVER FULLY DRESSED

Bringing Never Fully Dressed to life in Amsterdam through their first NL pop-up store launch & immersive brand experience For the launch of Never Fully Dressed in Amsterdam, we produced a full-scale event and pop-up activation in the heart of the 9 Streets, combining influencer marketing, press, and physical retail into one immersive brand moment. EVENT The experience started with an intimate opening event hosted by Tessa van Montfoort and Lizzy van der Ligt, bringing together Dutch and international talent from Copenhagen, Lisbon, Belgium, Spain, France and Prague. Guests were taken on a canal boat through Amsterdam before arriving at the Keizersgracht pop-up, where the space came alive with drinks, a DJ set styled in NFD, and the full collection available in-store. Guests were styled in Never Fully Dressed, turning the city itself into part of the experience. PRESS & PROMOTION The following day, we hosted a dedicated press moment with founder Lucy Aylen, resulting in an exclusive feature in &C Magazine, alongside additional press coverage through the distribution of a press release. Leading up to the launch, a wild posting campaign across Amsterdam further strengthened visibility and momentum around the pop-up and opening, while also creating a strong content moment for the brand’s own social channels to announce and support the launch. RESULTS Across all moments, the campaign delivered: 170+ IG & TikTok publications 7.1M+ total estimated social reach 15+ online press articles, social mentions & print coverage Coverage including Vogue, FashionUnited (NL & UK), JAN, Marie Claire & LINDA. The event brought together a strong international talent mix, driving high-quality content and strong organic reach. The styling, atmosphere and production translated seamlessly into social content, amplifying the experience beyond the physical event. The Keizersgracht location in the 9 Streets proved ideal for the pop-up, with strong footfall and visibility, while collaborations with Good News and Stelz added additional layers to the experience. Overall, the project combined influencer marketing, press and experiential retail into one integrated launch moment, resulting in strong visibility, high engagement and very positive feedback from guests and media. Thankyou to @nfd team, @goodnews, @stelz, for the lovely collaboration.