Tailor-made PR

Lola Cashman, fashion stylist to the stars and creative consultant for The White Shirt Company has appointed Primal PR to take the brand into the mainstream.

The White Shirt Company produces the highest quality white shirts made from 100% Egyptian cotton, and is dedicated to supporting British textile methods with all their shirts being hand finished in the UK.

Managing Director of Primal PR, Ivor Peters commented, "We aim to position The White Shirt Company as 'the' best in the industry by targeting key luxury lifestyle titles."

Primal kicked off a media relations campaign in May to launch The White Shirt Company to all luxury and glossy media titles. Utilising Lola's Cashman's reputation within the fashion world, profile pieces have been placed in fashion trade press, business publications and newspaper supplements. The next step will be to issue The White Shirt Company Look Book to the consumer press titles and keep the brand awareness alive.