Thyme Maternity is taking maternity wear to new fashionable heights, and it’s hired fashion-forward PR firm NKPR to help spread the word.
Natasha Koifman
Thyme Maternity, which is owned by Reitmas, recently launched Stork & Babe, a collection of “edgy, runway-inspired fashionable staples.”
“If Alexander Wang and McQueen came together and had a baby, it would be Stork & Babe,” said Natasha Koifman, president of NKPR, which works with fashion retailers including Rachel Roy, Jones New York and RW&CO. “And it’s not just for the woman who’s pregnant, it’s for after her pregnancy when she still wants to look great.”
NKPR will spearhead the ongoing strategic planning, media relations, influencer partnerships and digital counsel to support Thyme Maternity’s new modernized look and feel. The objective is to elevate the fashion profile of Thyme Maternity and align the brand with celebrity and runway fashion.
Prior to the launch of the collection, Koifman hosted a media preview in her home with a baby shower theme. The agency is currently focused on media relations, particularly on the broadcast side, and is producing trend reports on pregnant celebrities. “We’re really editorializing a lot of the content,” said Koifman. “Unless you went into a Thyme Media store, you really didn’t hear about Thyme, so we’re trying to go heavy from a media relations standpoint.”
Koifman said Thyme Maternity didn’t previously work with a PR agency. “They were noticing all the work we were doing for RW&CO, in particular with the Hayden Christensen collection this year,” she said. “They had approached us to pull together a proposal, in particular for the launch of Stork & Babe and that’s how we got the business.”
