Dannii Minogue brings Petite Style to the UK
From disco royalty to fashion designer, this month Dannii Minogue joined the list of stellar household names at QVC UK for an exclusive – and super stylish – new fashion and jewellery range. Inspired by her own struggles finding clothes that fit off-the-rack, Dannii who is 5’2, took her years of experience of designing for petite women to design one of the biggest petites range at QVC UK ever; and we couldn’t wait to shout about it.
Despite the pandemic and Dannii having to do everything from interviews to photoshoots from her home in Melbourne Australia, the team secured blanket coverage. With news and interview feature placements from the cover of YOU Magazine, a chat on ITV Lorraine – which saw a surge in Google searches for Dannii’s range – to Amanda Holden rocking Dannii’s “Love and Kisses” t-shirt on her Heart Radio show, love for Dannii’s collection really was on every corner.
Following the news of the launch, Dannii and co-host Author and TV Presenter Candice Brathwaite hosted press and influencers for a virtual daytime disco where they danced to Dannii’s curated disco playlist while talking through Dannii’s designs and answering questions from guests. Each attendee, which included names from This Morning, Good Morning Britain, HELLO! and The Evening Standard, were sent everything for their Tuesday morning disco including Dannii’s slogan tops from the collection and of course, their very own disco ball.
To date, the instinct team have generated 11 interviews and 12 features for the collection as well as 54 social mentions and are looking forward to continuing the petite revolution when Dannii drops her second launch later this spring!