Event: Beginning Boutique Launches Exclusive Collection with Morgan Riddle
Situation:
Beginning Boutique celebrated the launch of their exclusive collection with global fashion icon Morgan Riddle, hosting an intimate lunch at a luxurious private residence in Melbourne. Guests arrived dressed head to toe in the collection, becoming a living showcase of the brand’s latest pieces.
The event offered Morgan the opportunity to celebrate with tastemakers while also positioning the collection as culturally relevant and connected to Australia’s premium fashion and social scene. For Beginning Boutique, the event enabled the brand to engage a previously untapped segment of influential KOLs, amplifying awareness of the new collection.
Strategy:
In partnership with Beginning Boutique, Movement Agency created an intimate event experience that brought the collection to life, blending courtside energy with the peak of Melbourne’s summer. Every detail from the event styling to the menu was curated to reflect the collection’s aesthetic, in order to drive organic content on social media.
Despite taking place during one of the busiest periods on the social calendar, we secured a top-tier guest list of Australia’s most influential KOLs, including but not limited to Annalise Dallins, Brooke Warne, Izzy Armitage, Sam Guggenheimer, Olivia Molly Rogers, Liv Grivas and Bella Varelis.
The event elements paid homage to tennis, with a carefully chosen location that brought the vision to life and provided the perfect backdrop for social content to amplify the collection. Every detail from venue selection to decor and menu styling was thoughtfully curated to reflect the collection’s inspiration and create shareable, on-brand moments.
Services Provided:
Event Management
Guest List Coordination
Stylist Coordination
Catering Coordination
Pre Event Media Outreach
Post Event Media Outreach
Post Event Liaison with guests
Results:
The exclusive lunch event successfully strengthened Beginning Boutique’s positioning as a premium occasionwear brand, generating substantial organic social coverage and producing high quality content that extended the reach of the collection beyond the event.
Every element from the guest list to the event styling and location was executed to align with the collection’s aesthetic and Morgan Riddle’s style. The event reinforced Beginning Boutique’s reputation as the go-to destination for statement clothing, resonating with both existing and new audiences.
By aligning Morgan’s personal brand with the collection and providing a platform for authentic engagement, the event positioned her as on-trend, culturally relevant and at the forefront of Australian fashion. The event generated 243 markups and achieved a combined reach of 71.8 million across social media and online press, demonstrating the visibility and impact delivered for the Beginning Boutique collection.
