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Authentic Beauty Concept: My belief

At So PR we always try to be one step ahead, so we love working with brands who share these visions with us. Take Authentic Beauty Concept for instance, the premium vegan haircare brand wanted to underline what they stand for in all their messages. And so we came up with an alternative for sending out yet another press package, using all recycled (plastic free) packaging, a plantable card with wildflower seeds, but also adding a gift that would last forever and minimize ones use of plastic: a reusable ziplock bag.

 Ph by: @stephaniebroek



Raymond Weil Record Player

Music and The Arts have been a part of Raymond Weil’s Brand DNA since it was founded in 1976. Today the brand continues to use music as its key inspiration for both product design and making of the brand worldwide. But it isn’t all serious business, the luxury watch brand also likes to have some fun, please meet the Raymond Weil record player.

Join lululemon for Amsterdam Pride 2019

lululemon Amsterdam will be teaming up with local gym Kracht for some community classes this Pride week. All workouts are free of charge, but a donation in order to support the Kracht Foundation can be made. This foundation wants to make exercise accessible for every BODY, regardless of their size, beliefs, gender, ethnicity or sexual orientation. They want to create an inclusive experience, a safe space where you can share your passion for movement, your goals and help each other achieve your dreams. In cooperation with lululemon the foundation will continue setting up a free weekly scheduled strength based workout for the transgender community. Together with an experienced coach they hope to offer a safe space to train and exercise.

 Sign up here: https://www.eventbrite.co.uk/e/pull-for-pride-lululemon-amsterdam-x-kracht-foundation-tickets-66473990495

Rose Bertram loves Diamond Point

At the launch of her much anticipated meal prepping cookbook supermodel Rose Bertram wore sparkling diamond earrings and ring by Diamond Point. Both celebrities as well as their stylists know where to find our S(h)o(w)room. We’ve been dressing actresses, famous athletes and TV persona for over a decade. Helping them or their stylist to pick out the right outfit for a cocktail, launch or red carpet event. Our showroom team are familiar faces to them who’s opinion they trust.

Kiko Milano: Beyond Limits Collection

Kiko Milano, got no other then world climbing champion Sasha Digiulian to model in their latest Beyond Limits campaign. An ultra-performing makeup collection especially designed to withstand all challenges and be the ideal companion, whatever summit you may climb.

 With these products there’s no need to worry about makeup, even in the most extreme situations. Whether it be a full day of travelling catching planes and hauling taxis, a day at the office with back to back meetings or say a rock climbing contest.

lululemon: Neen Williams – Skate Forever

That lululemon is way more than ‘just’ a yoga brand, is a fact. The Canadian, community driven company encourage and inspire people to live there best (sweat) life possible. Doing whatever activity suits them, take skateboarding for instance.

Reflecting on growing up, falling down, and forging his own path in life, lululemon elite ambassador and pro skateboarder Neen Williams looks back on the journey that made him who he is today.

Feeling, hot, hot, hot

In Amsterdam we are currently riding a heatwave. It remains strangely satisfying to be surrounded with the latest AW’19 Press collections in our showroom while the sun is shining bright and the temperatures are going up. Luckily the magazines in store at this very moment are showcasing the best styles of the latest summer fashion. Take these Dior sun visors in Elle’s style guide for instance: hello summer, nice to see you.

Nana Woody & John Awards

Our dear friends; Nana, Woody & John are always up for a party. Last week they celebrated during an Award Gala in their name. So PR was present as well of course, mingling with top press, being in charge of the press list and sending out the invitations before hand. The decor? Amsterdam’s Harbour club. The tunes? By one of our favorite DJ’s Covergirl Sunny. And the award goes to….



6 inside filmed during our So PR Press Days

Dutch entertainment TV Show 6 inside came to film during our press days to talk about the latest red carpet styles. Over the last decade both celebrities as well as their stylists know where to find our showroom. We’ve been dressing actresses, famous athletes or TV persona for over a decade. Helping them or their stylist to pick out the right outfit for a cocktail or red carpet event. Our showroom team are familiar faces to them who’s opinion they trust.

So Press Days: So, we love plants

With the seasonal shift of press collections comes the festivities that we like to call our Press Days. This time they were, yet again, themed to perfection with an overall plants are our friends vibe. The food was plant based although you wouldn’t tell with the cheese fondue (vegan, made in Amsterdam!) oozing from the sourdough bread we picked up at an Amsterdam micro bakery (drop us a line if you want Yoeri’s number) and the endless supply of oreo cookies (because yes, chocolate is a plant). From Harper’s Bazaar to Grazia magazine and from Marie Claire to L’officiel. All major players were present at our city jungle.