COS Dubai Store Opening - Talent-Led Social Coverage

Context

For the regional launch of COS, the objective was to secure high-impact digital coverage within premium English-language fashion media in the UAE, positioning the store opening as a culturally relevant fashion moment rather than a standard retail event.

Working alongside talent agency Axion MENA, I secured editorial Reel coverage across Harper’s Bazaar Arabia and ICON Middle East.

Talent was strategically placed at the centre of the storytelling:

• Stephanie Atala featured within Harper’s Bazaar Arabia
• Mohamad Kassis featured within ICON Middle East

Content was produced by @brntmarket, with creative direction provided on video framing, tone and execution to ensure alignment with COS’s minimalist, design-led brand identity.

Strategy

The approach focused on:

• Securing premium editorial social placements within non-Arabic luxury media
• Leveraging culturally relevant talent to elevate the store opening into a fashion moment
• Providing direction across video and production to maintain global brand coherence
• Maximising organic reach through strong editorial credibility

This was secured editorially, not via paid placement, strengthening brand positioning through earned media value and authentic audience engagement.

Performance

Harper’s Bazaar Arabia featuring Stephanie Atala
200,000 views
1.08% engagement rate

ICON Middle East featuring Mohamad Kassis
332,000 views
0.44% engagement rate

Both placements delivered strong organic visibility across high-value fashion and lifestyle audiences.

Impact

• Secured premium English-language editorial coverage for COS in the UAE
• Positioned the launch within credible luxury media ecosystems
• Elevated the store opening into a socially amplified fashion moment
• Delivered measurable engagement across large-scale audiences through earned media