A local fashion house responsible for over 10 apparel brands has stepped out on its own to launch a revolutionary new service.
This month, House of Quirky – which owns a variety of women's fashion brands including Minkpink, Evil Twin, Somedays Lovin, Hunt No More, Staple the Label, QuirkyCircus, The Lost Girls, Paint it Red, and Loverbird – will launch its first free-standing dedicated PR agency, The Rumour Mill.
The new venture, the first of its kind, will operate as the internal agency for the company's brands and will be based in Sydney's Alexandria suburb to start.
In addition, The Rumor Mill will also house a newly created showroom, promoting a number of House of Quirky brands such as Minkpink, Hunt no More, Staple the label, Evil Twin, Somedays Lovin, Quirky Circus, The Lost Girls, Paint it Red and Market HQ.
The showroom aesthetic has been described as having a “relaxed lounge urban feel with a vintage twist – designed to be inviting, friendly, and fun”.
Unique design features include; innovative wall display systems, raw multi bulb light fit, blackboard walls, and macramé screens.
Overall, House of Quirky managing director Rachel Evans said the aim is to have The Rumour Mill will act as a “fashion hub” and “one-stop shop”, and for it to be a constant provider of new products, ideas and unique events.
She added that the agency, whose founding mantra is “You want it, the rumour has it”, was a concept initiated by her to bring the PR function within the business by establishing a stand-alone agency.
“With such a strong brand identity we felt it priority to bring PR internally so that all our labels received a consistent, personalised and specialised representation to the media”, says Rachel.
“The Rumour Mill showroom is a vital component in communicating not only the unique design features of the labels but the personality and character of the brands housed within.”
House of Quirky will officially open The Rumor Mill for business on November 14, via an exclusive media launch event which will also showcase the new showroom space for the first time.
House of Quirky was established in Australia in 2005 by founder and designer Rachel Evans. Today, House of Quirky has over 10 brands including MinkPink, Evil Twin, Somedays Lovin, Hunt No More, Staple the Label, QuirkyCircus, The Lost Girls, Paint it Red, Market HQ, and Loverbird. House of Quirky labels are stocked in thousands of boutiques worldwide, including retailers such as Harrods, Urban Outfitters US and UK, ASOS, Nasty Gal, Shopbop, David Jones and Myer.