Launchmetrics takes to the runway with Negris LeBrum at NYFW

By

Triana Alonso

Published
Sep 12, 2021

Technology and fashion have come together for an intriguing proposal. Data analysis platform Launchmetrics has made its New York Fashion Week debut with the presentation of its first runway look. The design was created in collaboration with American brand Negris LeBrum and its designer and founder, Travis Hamilton, who wanted to pay tribute to Launchmetrics, having used the platform's tools since 2018. 

The project's conception goes back to the start of the preparations for "The Love Story," Negris LeBrum's collection for Spring/Summer 2022. On the basis of this creative process, Hamilton spoke to Launchmetrics about his idea of making a runway look which would not be produced for sale and which would feature the company's logo in tones of grey on a piece combining materials such as jacquard, nylon and elastane. For Negris LeBrum, which, among New York brands, is considered one to watch by the CFDA, the initiative reflected the label's desire to thank the data analysis specialist for having "played a key role sustaining [their] brand with global visibility."

"The fashion industry can be brutal for the smaller brands like Negris LeBrum, but their technology and services are game-changing. Over the past four years, Launchmetrics has provided us with not only the right content we need to get noticed, but also the tools to showcase it and the right network to connect with to help grow my business," explained the founder of the brand, which was inspired by the story of the forbidden love of "a young beautiful French Creole woman and a handsome man" in the 1940s, in a release. "I wanted to thank Launchmetrics for their support," added Hamilton, "and being a designer, naturally, I choose to express myself through my creations."

As for Launchmetrics, the company's chief customer officer, Tatiana Ferreira, highlighted that it has always been the firm's mission "to listen to the industry and support the way it works, continuously innovating to move forward." With regard to the importance of creating synergies between different industry players, the executive commented, "we’re client-focused and view ourselves as their strategic brand partners, so when Travis approached us with his original design, we felt it was an authentic representation of what we’ve always strived to build." Indeed, according to Ferreira, the company's ultimate objective has always been to be an integral part of its clients' "journey and growth."

Led by Michael Jais, Launchmetrics is a data analysis and technology company that develops tools for managing influencer campaigns, building marketing strategies, organizing events and monitoring public relations. With operations in eight markets, the company acquired Italian image bank IMAXtree at the end of 2019 and took over Chinese influencer platform Parklu in November of last year.