KARLA OTTO

How can brands stand out in the tennis landscape? The centuries-old sport has long been an established playbook for luxury brands. But, new entertainment franchises and rising players are fuelling interest from younger audiences, meaning brands need to adapt. From fresh endorsements seen on Lorenzo Musetti and Coco Gauff to 360 activations at Wimbledon to ellesse’s rebrand rooted in the sport’s 1970s lifestyle, we highlight the brands leading the tennis renaissance in our newsletter. 

Founded by Rachel Mansur and Floriana Gavriel Mansur Gavriel is redefining luxury through thoughtful design, distinctive simplicity and the artistry of European craftsmanship.   Inspired by the quiet everyday moments and the vibrance of New York City, each piece is designed for modern life, impeccably crafted and of heirloom quality. Embodying a balance between minimalism and expression, timelessness and timeliness, Mansur Gavriel serves consumers who appreciate design integrity, artisanal quality and understated elegance. Mansur Gavriel is now represented by Karla Otto for Media Relations and Influencer Relations in the USA.

How do you retain the attention of luxury’s most discerning clientele?   In an age of transition across the fashion landscape, Couture is a category that sits on its own – one that sells a dream and emotional connection through craft, drama and high production. This season, this was evidenced through technological breakthroughs and an abundance of design innovation. But, with several brands missing from the schedule due to shifts in creative direction, Couture’s Earned Media Value (EMV), dropped 14% to $82.4 million, according to Lefty data. However, the week wasn’t without its highs, with a farewell collection that showcased a strong talent strategy trifecta, a designer debut that honoured its founder’s legacy, and new talent from emerging markets that received more airtime than ever before. In our latest newsletter, we dive into the data and offer insights into the most successful and unexpected strategies, while revealing key influencers and talent to resonate across the globe.

Why are Gen Z having a ‘Martha Stewart Summer’? As searches for gardening and vegetable growing soar, luxury brands are finding ways to dig into the current wave of horticultural hobbies. From JW Anderson’s range of gardening tools to Burberry’s collaboration with an allotment expert, brands are adopting fresh approaches that allow their audiences to reconnect with nature and disconnect from screens.  Our Insights team ploughs into this shift in consumer behaviour, revealing a surprising untapped market opportunity and strategies to show up for this green-fingered cohort. Read our newsletter to find out more. 

Menswear is entering a new era, ushered in by fresh creative direction, renewed consumer interest, disruptor brands and a contemporary wave of male icons redefining masculinity.  Beyond the collections, the season came awash with fresh marketing strategies and viral moments, including livestream parties, Bradley Cooper’s normcore moment and even an appearance from Beyoncé. All this – and more – rallied up $248.5 million in Earned Media Value (EMV), according to Lefty data.  But what can brands learn from the macro and micro shifts in the data? Our Insights team unpacks the strategies behind the statistics, unveiling emerging trends and the most innovative strategies that defined Menswear SS26. Read our newsletter to find out more.  

What can brands offer consumers that money can't buy? In recent months, brands have been shifting towards out-of-the-box experiences that prioritise entertainment and cultural enrichments over a pure sales play. From a murder mystery night to a very British pub quiz, our latest newsletter explores five key interactive brand experiences that are shaping the future of experiential marketing.

Launched in 2008 from Gwyneth Paltrow’s kitchen at the intersection of lifestyle, fashion and beauty, goop continues to redefine modern living through curiosity, innovation, and intentionality.    goop, G.Label and goop Beauty are now represented by Karla Otto NY for Media Relations, Creative Strategy, Talent Relations and Event Services in the US.

Why are luxury brands embedding themselves into film?    ‘The stories brands want to tell are aligning with the narratives being explored in film,’ says Edouard Benadava, Global Head of Content and Entertainment at The Independents Group. ‘For brands, film is a powerful opportunity to reach new audiences. And within the entertainment ecosystem, there’s a growing understanding that brands can tell stories differently.’    As such, the Cannes Film Festival has become a prime moment for brands. This year, we teamed up with our partner at The Independents, Lefty, to measure the success of the strategies employed at this year’s event, alongside expert insights from across the group – Alexander Werz, CEO and Partner at KARLA OTTO, Jenna Barnet, CEO at The Sunshine Company, and Claude LACAZE, Founder and CEO at Terminal 9 Studios – to discuss the growing convergence of fashion and film.      Find some of these key insights in our newsletter and download our report for more: https://xmrrwallet.com/cmx.plnkd.in/eANKpPMA

SALT & STONE creates sensorial body care for a life lived in motion. Founded by former professional snowboarder Nima Jalali, the Los Angeles-born brand is redefining self-care by blending active ingredients from the sea and mountains with iconic scents inspired by the natural world. Salt & Stone is now represented by Karla Otto for communications and media relations in the US.

Commune announced as the winner of The Business of Fashion's Global Beauty Awards 2025 for Positive Impact on the Emerging Track. https://xmrrwallet.com/cmx.plnkd.in/e9NJkk2C