In February 2019, Aritzia re-opened its newly renovated Bloor Street flagship in Toronto. I led the public relations strategy for the launch, overseeing both media relations and influencer marketing.

The most significant aspect of the campaign was securing and managing a partnership with Hailey Bieber for the opening event. I negotiated directly with Hailey’s team, coordinated her travel to Toronto, and managed all deliverables related to her appearance. I also travelled to Toronto to act as her dedicated point of contact during the event, ensuring that all content commitments were fulfilled, and that Hailey and her team were supported.

Alongside the influencer activation, I managed media relations efforts, securing interviews for Aritzia CEO Brian Hill with major news outlets, including The Globe and Mail, to ensure top-tier coverage of the store launch.