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Maiyet Campaign — New York

Maiyet was founded on the idea that artisanship in remote regions of the world can be just as lofty and luxe as what comes out of european ateliers. The social mission of the brand was solid, but the brands' founders needed help strategizing how best to get their message out into the world. 

PSA has served as a long-term strategic and creative partner to Maiyet, and for this first outing we proposed that Maiyet involve top fashion talent — from stylist to photographer to model — to help shape the perception of the brand during its launch phase. By working with Daria Werbowy, Lori Goldstein and Cass Bird, Maiyet was able to clearly express their fitness as a brand and signal to the industry their serious intentions.

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