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Pixie Lott heads for the slopes with Dare 2b and Smoking Gun

Smoking Gun is behind the launch of Dare 2b’s new skiwear collection with Pixie Lott.

The singer is the face of the sportswear brand’s new On Piste collection – “that can take you from slope to street.” It’s the latest celebrity collaboration for the company, which has recently worked with Laura Whitmore, Jermaine Jenas and Fleur East.

This new partnership has been spearheaded by Manchester agency, Smoking Gun, which identified Lott as the best personality to front the range. It also brokered the deal to bring her on board.

“It’s always a real moment to see an endorsement of this scale come together; the response from the brand’s retail partners and consumers has been phenomenal. Our team is now busy activating the launch and roll out comms programme,” said Smoking Gun’s Managing Director Rick Guttridge.

The multi-channel campaign has gone live across ecommerce, in-store retail and digital advertising. Smoking Gun is now managing further extension through media relations, social media content and influencer marketing.

“Pixie was a great option to model the range for the brand. As a keen skier, she’s the perfect fit for us and we had great fun working on the shoot and roll out with her,” added Sally Bailey, Marketing Manager for Dare 2b.

“The collection not only looks great on Pixie but is packed full of our latest technical fabrics and technologies – true sportswear built to perform in the elements. A lot of the range is made from recycled fibres too, something the brand is really passionate about.”

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