Vogue: Inventing the Runway

This new production needed to attract a broader demographic and establish Lightroom’s credibility in the culture and fashion spaces.

Our role was to position the show as both a landmark Vogue collaboration and an exciting experience for culture vultures, tourists, the London ‘it’ crowd and fashionistas alike. The aim was to expand the audience beyond the fashion set - targeting millennial, Gen Z, and experiential audiences, and to secure significant national and broadcast attention.

We designed a press strategy built around authoritative broadcast moments and high-profile commentary, event-led engagement. The launch press evening generated widespread social coverage through Vogue’s Instagram posts, while the Vogue Conversations series, featuring big-name designers, extended reach and sustained interest beyond the exhibition floor. Targeted interview placements with Chioma Nnadi and David Sabel led coverage across Channel 4 News, BBC Radio 4 Today, BBC World Service and BBC London Upload, while critics from The Times, The Telegraph, Time Out and The Reviews Hub gave standout reviews. Lifestyle and culture titles including Metro, Secret London and Visit London extended reach into younger, digitally native audiences and visitors to the city.

To sustain momentum Borkowski negotiated for Anna Wintour to give highly targeted interviews to BBC News, PA and Virgin Radio all of which generated further news headlines which were syndicated widely.

The show generated over 250 pieces of coverage reaching global titles including CNN and Reuters. Audience figures exceeded expectations, and social traction helped secure the exhibition’s position as a compelling blend of high-fashion storytelling and cultural spectacle, cementing Lightroom’s growing reputation in immersive, editorially-led programming.