Morrison x MHPR

Objective
Generate brand awareness and drive seasonal interest in Morrison’s Autumn Winter 2025 collection through a PR campaign spanning traditional media relations and influencer collaborations. The campaign aimed to highlight the brand’s signature silhouettes and timeless appeal while reinforcing Morrison’s reputation as a mainstay of Australian fashion.

Strategy
MHPR executed a two-pronged campaign targeting premium fashion media and brand-aligned fashion and lifestyle influencers.

• Pitched Morrison’s new collection for inclusion in seasonal fashion edits and trend roundups to leading print and digital publications.

• Executed paid partnerships with two fashion influencers, including contract negotiation, briefing and deliverable management

• In parallel, we implemented a targeted influencer gifting program, inviting 29 curated influencers to select and style their favourite look from the collection resulting in authentic content and wide-reaching organic exposure.

Results

• 19 media placements across tier-one fashion and lifestyle outlets including RUSSH, Mamamia, Good Weekend, Sydney Morning Herald, The Age and Marie Claire

• Combined media reach of 27M+

• 20 out of 29 influencers shared content on Instagram, with a total combined audience reach of 1.95M+ followers

• Dozens of pieces of user-generated content highlighting the collection’s effortless elegance and wearability

Impact
The campaign helped cement Morrison’s position as a go-to brand for considered, elevated winter fashion.