Audio brand Sonos has partnered with Pip Edwards, co-founder of Australian fashion brand P.E Nation, to launch its first-ever headphones, the Sonos Ace.

This marks a significant milestone for Sonos as it enters the personal listening category, a market valued at $5 billion. The Sonos Ace aims to meet the demands of existing owners and attract new customers.

Edwards, identified as the ideal ambassador for the launch, will help Sonos Ace connect with a style-conscious audience in Australia. Phillipa Thomas, Senior PR Lead for Sonos Global Growth Markets, highlighted the shared commitment to innovation and consumer-centric design between Sonos and Edwards.

“The synergies between Pip Edwards and Sonos are so clear,” said Thomas. “Both share a dedication to intentional, consumer-centric design, crafting beautiful products that seamlessly blend into people’s lives and elevate the everyday - whether at home or on the go."

Edwards herself expresses her connection to music and how Sonos Ace aligns with her lifestyle. “Music is the heartbeat of everything I do. It’s my source of inspiration, creativity and joy - whether I’m listening at home, or working on my show music. Sonos Ace is the perfect alignment for me - just as fashion moves with us, sound moves with us throughout our day. As our lifestyles evolve, we want seamless style and sound that takes us anywhere. Sonos Ace is the epitome of timeless design, comfort and stunning sound - I can’t wait to style it with our newest collection,” she said.

The Sonos Ace was unveiled at a VIP event on 9 May, with the campaign going live on editorial and social channels last week. PR agency Poem was responsible for executing the campaign, which involved event and content production, talent management, and earned PR.