Very teamed up with a number of Hearst Magazine UK brands, Cosmopolitan, Company and Reveal, to host a night of beauty and fashion. Guests were welcomed into the venue with a Champagne reception, and were able to peruse through Faires’ collection, which was presented throughout the event space.
The Very Party in Style event rounded off a series of three events under the Very on Trend banner to showcase key trends for each season, with the latest experience highlighting the brand’s party wear line. Last week's event was attended by 200 guests in total, including 150 consumers as well as a mixture of bloggers, special guests and Very and Hearst representatives.
A number of beauty stations, featuring such brands as Bourjois, Babyliss, Billion Dollar Brow, All That Glitters, Rife and Eyelure, had been set up around the venue so that attendees could try out make up and hair products.
Rife London provided an Instagram photobooth, and by using the event's hashtag, guests' images would automatically be uploaded to a screen, and Polaroid-style images were also printed via an Instaprint kiosk.
The main highlight was a fashion show featuring Faires' garments, in which both female and male models presented to the audience.
OXO2's in-house catering served a selection of canapes including black tiger prawn skewer marinated in honey and tamarind, peppered beef steak, potato chip and béarnaise, wild mushroom risotto cake, watercress puree and parmesan crisp and smoked duck breast, quince, saffron pickled salsify in a sesame cone. Miniature chocolate and pear tarts with edible gold leaf were served for dessert.
Victoria Archbold, head of events and sponsorship at Hearst Magazines UK, told Event: "Our partnership with Very.co.uk is an example of how brands looking to reach the same audience can successful collaborate to deliver exciting events from which relevant content can be produced and shared across media channels.
"Done well, the activity leads strong consumer fans who become advocates of the brand and their products."
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