Manchester Arndale has praised the work of marketing agency, Purple Riot, in promoting charity fashion project, The Empty Shop.

The shopping centre brought the agency in to handle media relations, brand and blogger engagement, as well as a celebrity launch.

Open for just 10 days, people were invited to donate clothing, with all items then given to the Mustard Tree charity, either to be sold to raise funds, or to be used by those in need.

“We moved the award-winning event on in 2015 with a celebrity ambassador at the launch event and increased brand donations for Mustard Tree,” stated Sue Boor, head of marketing at Manchester Arndale.

“Purple Riot’s network of fashion contacts and media relations helped us to secure both, alongside some fantastic coverage for the charity project.”

In total the project got 25 pieces of national and regional press, with more than 8000 clothing donations.