Announcing Cotton Traders’ Year-long Partnership with Broadcaster, Alex Jones

How Carousel created noise around Cotton Traders’ brand-new Celebrity Ambassador and maximised the partnership for the brand’s Autumn Winter 23 press preview.

Cotton Traders announced it will be partnering with Alex Jones as its brand-new female Celebrity Ambassador, with the year-long partnership seeing Alex focus on her favourite stylish looks from Cotton Traders’ Autumn/Winter ’23 and Spring/Summer ’24 seasons.

To support the launch and spotlight Alex’s first ever fashion collaboration, Carousel drafted, issued and sold in a press release to key national, consumer and trade press.

As a result of the announcement sell-in, the team secured coverage on key titles such as The Sun, and Wales Online as well as a DPS in Manchester Evening News and a syndication across 11 other regional titles including The Liverpool Echo. Carousel also secured standalone trade coverage on Retail Sector, Direct Commerce and Diary Directory.

To date, Carousel has secured 22 pieces of coverage, with a combined reach of 110.3m.

In addition to the launch announcement, Carousel hosted an intimate and Instagrammable lunch at Mortimer House, where guests were invited to get a first look at the top picks from Cotton Traders’ AW23 collection, including Alex Jones’ Edit.

During the event, Alex hosted an informal styling session, where she took guests through the Alex Jones Edit and answered some of the questions asked around the room.

25 attendees across the media and influencer landscape came together to celebrate Cotton Traders’ brand-new collection and Celebrity Ambassador, including Good Morning Britain, Woman & Home Magazine, Woman’s Own, and brand fans Lady of The Manor and Club Forty Claire.

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