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FMBX News
Posted: Nov 23, 2011
India Hicks abseils for Viyella and Austin Reed
India Hicks; aristocrat, designer, goddaughter to Prince Charles and Face of Viyella, took to the roof of the new flagship Viyella and Austin Reed store this morning and pitched herself off it with the Austin Reed menswear designer Ryan Hackett and a host of stunt men. The stunt marked the opening of the Austin Reed and Viyella flagship stores and was conceived, managed and produced by experience agency Made.
Dressed head to toe in Viyella and an Austin Reed bowler hat to mark the event, the Face of Viyella didn’t hang about and got to work unveiling a banner and showcasing her style to the waiting crowd. The bowler hats were relaunched to mark the new opening and highlight classic, British heritage tailoring and design.
India Hicks said of her stunt, “Viyella for me is about women who have confidence and gumption in their style. Whilst we don’t expect them to abseil down a building in it, it was a terrific experience for me and brings a whole new idea to getting brave with what you wear!”
Dean Dempsey, managing director of Made commented: “We wanted an event that delivered a bold and uncompromising statement. Viyella and Austin Reed are aspirational brands, and therefore it was necessary to create something that both reflected its class and sophistication, but also really packed a punch. We’re thrilled with how it went off yesterday – India Hicks certainly manages to pull off both style and pluck in a commendable manner!”
