Brazen has already delivered the first major activation for Hollister in the market, a high-energy ‘Back to Campus’ event at the brand’s flagship Dubai Mall store.Brazen MENA has been appointed as the official PR agency for global fashion brand Abercrombie & Fitch in the Middle East region.
The appointment signals the start of a long-term partnership, with Brazen already having delivered the first major activation for Hollister in the market, a high-energy ‘Back to Campus’ event at the brand’s flagship Dubai Mall store. Hollister Co., often advertised as Hollister or HCo., is a retail brand owned by Abercrombie & Fitch Co, selling apparel, accessories, and fragrances.
The ‘Back to Campus’ campaign connected the brand with young, style-conscious audiences across the region, where the activation surpassed all targets, including store sales and footfall up 60 per cent. Denim sales rose by 1,240 per cent and the store welcomed more than 1,000 customers.
Early bird tickets to the Campaign Saudi Briefing: Media and Marketing are now on sale. Get yours now for access to conversations with key stakeholders across governmental entities, brands and agencies in Saudi Arabia.
Katie Adams, Vice President of Marketing EMEA, Abercrombie & Fitch, said, “We’re excited to work with the Brazen team to help us tell our brand stories in the Middle East. Their cultural understanding, creativity and proven track record in lifestyle PR made them the perfect fit to help us grow our presence and engage meaningfully with our customers in this important market.”
Looking ahead, Brazen MENA will be amplifying key upcoming moments for the brands in the region, including the McLaren partnership with Abercrombie & Fitch, alongside ongoing PR, activations, media engagement and influencer collaborations.
The partnership cements Brazen MENA’s standing as a go-to agency for global fashion and lifestyle brands looking to make an impact in the region.
Louise Jacobson, Managing Partner at Brazen MENA, added: “Iconic fashion deserves iconic storytelling and that’s exactly what we’re delivering for Abercrombie & Fitch and Hollister in the MENA region. By aligning their global influence with our regional insight and lifestyle expertise, we’re creating culturally resonant campaigns that have already made an impact with audiences, and we’re only just getting started.”
Founded in 1892, Abercrombie & Fitch has grown into one of the world’s most recognisable fashion retailers, known for its timeless casual wear that blends heritage with contemporary design.
Hollister, launched in 2000, is celebrated globally as the go-to style destination for teens and young adults, offering affordable style that resonates strongly with Gen Z audiences worldwide.
With offices in Dubai and Riyadh, Brazen MENA continues to build on its bold new brand platform – B Ahead, B Brazen, driving greater Visibility, Reputation and Impact across the region.
