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This strategic partnership coincides with the launch of a pop-up store in Melbourne Central in August 2024, ahead of the opening of their first flagship store in Sydney at the end of the year.

The appointment follows a competitive pitch process and builds upon Edelman’s existing base of fashion and lifestyle clients in Australia. With its extensive experience and expertise, Edelman is set to amplify VIVAIA’s message of ultimate comfort, eco-friendly materials and timeless design to audiences across the country.

The launch will be supported through a comprehensive communications strategy involving earned media and influencer marketing. In the months leading up to the Sydney store opening, Edelman will leverage its network to build strong brand awareness among Australian media and consumers to firmly establish VIVAIA’s presence in the market.

Speaking on the partnership, Edelman Australia’s head of brand, Preya McMahon said, “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.”