Film Fashion, the award-winning boutique division of Rogers & Cowan, announced today that the brand will merge into London-based ITB Worldwide on March 1. Largely recognized as one of the first red carpet celebrity showrooms based in Los Angeles, Film Fashion has operated within the fashion and entertainment industries for over 20 years, with clients including Zuhair Murad, Chopard, Tadashi Shoji, Sarah Flint, etc.
The merger marks the global expansion of ITB Worldwide’s VIP offerings, allowing the agency to maintain showrooms in Los Angeles, New York and London. ITB’s combined suite of services will now range from VIP gifting and seeding across consumer brands, fashion & beauty brands, to brand and talent partnerships all under one roof. Carla Blizzard and Lauren Stillman will continue to oversee the North America showroom & VIP services. Alice Johnstone who leads ITB’s European VIP practice, where clients include Lacoste, Reiss and The Body Shop, will work closely with the North American team to enable global capabilities for existing and new clients.
“Rogers and Cowan bought ITB Worldwide in May 2018 with the goal of helping cement their award-winning work for brands like H&M and MANGO globally. By offering the added red carpet expertise of our Film Fashion practice under one common leadership and global team, we believe we can attract many new premium brands into the ITB portfolio who want to attract A-list talent at big events such as the Oscars, Golden Globes or Cannes to their fashion lines,” said Mark Owens, CEO of both the Rogers & Cowan and ITB brands.
“In an increasingly digital age where the power of influence is key, working to deliver organic product engagement across categories and visible red carpet dressing opportunities is still vital to fueling the product conversation,” said Emma Gregson, Managing Director of ITB Worldwide. “This can only exist through the powerful personal relationships that are curated with global talent of all disciplines to ensure a direct connection is made. ITB’s direct network with talent, stylists & publicists on a global basis ensures we can maximize impact and ROI for our Clients. We are excited to take our offering to a holistic, global level with a best in class team.”
“Over the past 20 years, Film Fashion’s success in red carpet dressing has helped launch the careers of emerging designers while bringing new life to established brands,” said Carla Blizzard, head of Film Fashion. “We are excited to be joining ITB’s team of VIP experts to make it easier for our clients to capitalize on opportunities worldwide as well as bring our clients a global perspective that is vital to remaining at the forefront of cultural movements. With an increasing number of events, expanding impact of social content and rapid pace of our digital era, it is ever more important for brands to think globally.”
ITB Worldwide sits at the intersection of Talent, Influencer and Popular Culture, producing creative partnership strategies for their robust client roster. The brand’s three core divisions, led by managing directors Emma Gregson and Matthew Pitcher, cover Entertainment Marketing (including casting, endorsements, influencer campaigns and VIP dressing/seeding), Licensing & Brand Extensions and Representation of high-profile creative talent and designers.
ITB Worldwide represents brands including H&M, Shiseido, Chivas Regal, Lacoste and creative talent such as Hattie Stewart, Katie Hillier, Giovanna Engelbert and Giles Deacon. Rogers & Cowan is part of the Octagon Sports and Entertainment Network with the FRUKT and Clickable Media Group brands in its growing portfolio.