Trace Publicity tasked with boosting Oxford Street & Bond Street's global presence

New West End Company, which represents the retailers that make up London's Oxford Street and Bond Street, has tapped agency Trace Publicity to oversee and execute strategic PR and influencer initiatives to "elevate the iconic shopping destination's global presence".
After battling it out on the PR playing field, fashion, beauty and lifestyle agency Trace Publicity, which works with the likes of Sephora, Nobody's Child, Laneige and more, has won over New West End Company.

Moving forward, the agency will drive high-impact campaigns and dynamic influencer partnerships to secure the shopping hub's place within British pop culture for many more years to come.

Lian Hirst, co-founder and CEO of Trace Publicity, said: "We are honoured to be entrusted with the PR and influencer strategy for Oxford Street and Bond Street—two of the most renowned retail destinations globally. Our expertise in delivering culture-shaping campaigns will ensure these districts remain at the forefront of international retail and tourism."

Founded in 2009 by Lian Hirst and Rob Davies, started their careers working with Alexander McQueen who then went on to manage the communications for leading retailers including Topshop, Whistles, Oasis, Topman and ASOS. It went on to sign brands including Klarna and global beauty retailer Sephora, to oversee its successful launch and expansion back into the UK.

Now, Trace is tasked to usher in a new era for Oxford Street - Europe's longest shopping street which is home to over 90 flagships - and Bond Street - the epitome of luxury shopping, hosting the world’s most prestigious brands.

Nathan Parsad-Wyatt, New West End Company's Director of Communications & Campaigns, said: "We are delighted to partner with Trace Publicity to amplify the global profile of Oxford Street and Bond Street. Their creativity and expertise will be invaluable in shaping bold campaigns that showcase the best of our world-leading district."

Rob Davies, co-founder and Company Director of Trace Publicity, added: "We are excited to collaborate with the New West End Company team, their partners, and the wider retail community to amplify awareness of these iconic destinations. Our talented team brings expertise across retail, fashion, beauty, finance, and F&B, ensuring impactful day-to-day communications as well as larger brand campaigns."