Circular fashion platform Style Theory appoints Redhill as PR partner in SG


Singapore – Style Theory, a Southeast Asia-centric circular fashion platform, has recently appointed public relations and communications agency Redhill to be its strategic public relations (PR) partner in Singapore.

Style Theory is centered on changing the fashion scene by offering rental, resale, consignment and restoration services for designer apparel and bags, which fosters a mindful and responsible consumption while creating a community for like-minded individuals who share positive sentiments on sustainability.

Furthermore, customers gain access to an infinite wardrobe in the cloud and can re-use and re-incorporate fashion items – solving the conundrum that many consumers have of constantly purchasing new clothes but having nothing to wear.

Through the appointment, Redhill will plan and execute a communications strategy for the brand, driving awareness of Style Theory’s offerings and supporting the brand’s upcoming launches, business extensions and market expansions from Singapore.

According to Tavy Cussinel, interim managing director at Redhill, the agency is beyond thrilled to work with Style Theory, as they explore in bringing the revolutionary vision of sustainable fashion to life.

“Sustainability has always been deeply rooted in our agency’s values and beliefs – and we are both excited and honoured to have the opportunity to tell the story of a company bringing continuous disruption to the fashion industry, and making a positive impact on the way people consume fashion,” Cussinel stated.

Meanwhile, Raena Lim, co-founder and COO at Style Theory, commented that the platform’s mission since day one has always been fixated in creating a platform that allows consumers to eliminate the buy-and-throw culture, and integrate sustainable style into their daily lives.

“It was vital for us to work with an agency that really understood our dedication to reinventing the future of fashion and one that would go the extra mile to convey that sentiment. We are excited to embark on this journey together, and look forward to a long and fruitful partnership,” Lim said.

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