To win the attention of the editor in chief of fashion magazines is getting more and more difficult, especially if you are not an high end fashion brand like Gucci or Dior. This said, I really like Levi's PR execution in Belgium: to promote their collection to the top local fashion editors they sent out a very original lookbook. The idea is a pop-up closet that builds up and contains some collection's items.

Smart and surprising. This is also a good piece of "interactive marketing" without the use of technology. Anna Wintour probably would not be impressed by such a PR tool, but younger editors will surely enjoy it.

via Adsoftheworld