Eco-friendly footwear brand, VIVAIA, has appointed Edelman Australia to handle PR in the Australian market.

The partnership will kick off with the launch of a VIVAIA pop-up store in Melbourne in August 2024. VIVAIA also plans to open its first flagship store in Sydney by the end of 2024. The appointment of Edelman Australia follows a competitive pitch process.

Edelman Australia will utilise its expertise to amplify VIVAIA's message of comfort, sustainability, and timeless design across Australia. The launch will be supported by a comprehensive communications strategy involving earned media and influencer marketing. Edelman Australia will work to build strong brand awareness for VIVAIA in the months leading up to the Sydney store opening.

"We’re thrilled to have been entrusted by VIVAIA to support them at this important moment in their journey. Through the breadth of our consumer offering across strategy, creative, media relations, talent and storytelling, we’re excited to champion VIVAIA’s eco-friendly shoes in Australia," said Head of Brand, Edelman Australia, Preya McMahon.

VIVAIA is a global footwear brand that was introduced in the United States in 2020. The brand is dedicated to eco-friendly comfort and style, aligning with the growing consumer trend towards sustainable fashion.