At Next Chapter Agency, we believe PR is more than coverage – it’s about creating conversation and sparking cultural relevance. For the launch of AKA by Luuk, the unapologetic clothing brand by actor and influencer Luuk van Leeuwen, we built a PR approach that matched the brand’s daring DNA.
PR-first, culture-powered.
We created a custom PR box that captured the raw, rebellious spirit of the brand and personally seeded it to 100 influencers, creators, and fashion editors. PR seedings play a crucial role in building credibility: they put the product directly in the hands of cultural voices who can showcase it authentically to their communities. Instead of ads, we let creators experience and share the brand – driving organic awareness and buzz.
The result? Influencers didn’t just receive a package; they received a statement piece that made them part of the launch story. By amplifying Luuk’s unapologetic vision, the seeding strategy ensured AKA by Luuk stood out as the bold newcomer shaking up Dutch fashion.
Through strategic PR and powerful seeding, AKA by Luuk made waves across media and social platforms. A rebellious debut that didn’t just announce a brand – it set the stage for a movement.
