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Hires, Wins & Business

Pamella Roland Appoints ITB Worldwide as Agency of Record for VIP Talent Dressing

New dressing program celebrates a return to the red carpet for MET Gala, MTV VMAs, Tony Awards, Primetime Emmy Awards and Venice Film Festival

Pamella Roland Appoints ITB Worldwide as Agency of Record for VIP Talent Dressing

ITB Worldwide, the global talent + influencer marketing agency that connects brands with their audiences through the power of influence, has been appointed by luxury fashion brand Pamella Roland to deliver an organic VIP talent dressing program.

Starting this month, the agency will be responsible for infusing the Pamella Roland brand with luxury positioning and generating brand visibility through dressing placements on style-savvy celebrities and tastemakers across the US. 

The program kicks off ahead of the upcoming red carpet awards season, which will see the MET Gala, Primetime Emmy Awards, Tony Awards, MTV VMAs and Venice Film Festival taking place in the fall and continuing through to Critics Choice, Screen Actors Guild and Academy Awards in early spring 2022. 

Following a slump in clothing sales across the US in the early days of the pandemic, consumers are spending again – with a significant uptick in event dressing. During the Covid-19 lockdowns, many luxury fashion brands relied on partners like ITB Worldwide to adapt to the digital realm as more and more talent started to create quality fashion content for their own social feeds. 

Pamella Roland’s partnership with ITB Worldwide will reflect this new focus, as well as more traditional event dressing opportunities with talent, highlighting how luxury brands can remain relevant to the consumer in a post-pandemic landscape. 

“This new signing with Pamella Roland emphasises the increasing relevance of red carpet and event dressing,” said Lauren Stillman, senior vice-president, ITB Worldwide. “ITB Worldwide has successfully navigated the dressing world throughout Covid-19 lockdowns, generating opportunities for our eveningwear clients and helping to usher them into the digital realm.”

In 2020, ITB Worldwide upgraded its Los Angeles showroom and enhanced its services to evolve talent-driven strategies to help clients maximise opportunities in a changing landscape.

Pamella Roland recently debuted the Resort 2022 collection, in addition to the Capsule Collection and the launch of the brand’s first fragrance. Pamella Roland counts A-list celebrities including Angelina Jolie, Taylor Swift, Karlie Kloss, Jennifer Hudson, Emmy Rossum, Lily Collins, Hilary Rhoda, Eva Longoria, Madonna, and many more, among its clients. 

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