Three years ago, the italian luxury skiwear brand Colmar initiated a new progressive sub-label called Colmar Advanced Garment Exploration (A.G.E.) in an attempt of inviting international fashion designers in to reinterpret and re-purpose the Colmar archives. Colmar A.G.E. has hosted international artists such as Shayne Oliver and White Mountaineering – and for AW21, the project’s third season, designer Morteza Vaseghi was appointed Creative Director. As Head of Communications, Elise By Olsen was hired to create and oversee the project’s communication, curation and creative content. By Olsen applied her editorial expertise and strategy savvy to a unique six-part PR and marketing plan surrounding the collection. The successful strategy consisted of a lookbook, main campaign, micro-campaigns, organic press, seeding and retail activation. The strategy was shared with and implemented by Colmar’s internal communication team and external PR agencies that By Olsen worked alongside.