The Challenge

To launch and publicise the Darren Kennedy Recommends collection for Specsavers – a carefully curated seasonal edit of Darren Kennedy’s top glasses for men and women – to top tier Irish fashion and lifestyle media, bloggers, key influencers and stylists. Launched in early May 2016, fashion designer, TV presenter and Irish style icon Darren Kennedy teamed up with Specsavers Ireland as an official ambassador for the brand, lending his eye to create a series of the most fashionable frames available this summer season.

Our Response:

To celebrate the launch of the summer collection, Specsavers along with Darren Kennedy, hosted an exclusive and luxurious private lunch in Forest Avenue. Key fashion and lifestyle media and influencers including the Irish Independent, Xposé Magazine, and UTV Ireland’s show ‘The Pulse’, were invited to an intimate three-course lunch for a special sneak peek preview of the collection.

Media were welcomed to a drinks reception, where guests enjoyed a chilled glass of prosecco as Darren introduced and spoke about the collaboration before guests enjoyed a fabulous lunch, Darren commented ‘The right pair of specs can really bring your personality to life and that’s what I am hoping to do with my edit of recommended frames with Specsavers.’

To encourage social media engagement on the day, guests were invited to pose in front of the branded backdrops and interact with the product displayed throughout the venue. The launch was supported through social media channels and the hashtag used on the day was #LoveGlasses.

Following the launch Darren Kennedy embarked on a media relations tour for interviews with national and regional print and broadcast media.

To keep up to date the Darren Kennedy Recommends collection and new designer collections launching at Specsavers, visit

Facebook – Specsavers Ireland

Twitter – @SpecsaversIE