The client

NIKOLAJ d’ÉTOILES is a Swedish menswear brand inspired by the decadence of the French Riviera, its playboys and the style-conscious men that unconditionally enjoy wealth and indolence. NIKOLAJ d’ÉTOILES combines an updated form of dandyism with the Scandinavian coolness: Handsome, sophisticated silhouettes with a modern expression. The label offers an affordable interpretation of modern luxury with an aura of power and elegance, sensuality and playfulness.

NIKOLAJ d’ÉTOILES is a family business run by the founder Anders Björkstedt and his wife Anna since the re-launch in 2014. Both are trained within H&M and share a deep interest and engagement in how fashion expresses itself regarding issues like the body, identity and the concept of belonging.


In time for the launch of the SS16 collection, NIKOLAJ d’ÉTOILES requested the arrangement of an event where the new garments would be shown for prioritised journalists, editors, influencers, stylists and photographers. Hopefully the event would lead to the promotion of the new collection through the guests’ work and social media channels during the upcoming season.


Pretto PR decided to organize a press event, called At Home With Nikolaj, in the form of an afterwork on the theme “dandy”. The selected guests were invited to a luxurious apartment at Strandvägen in Stockholm that had been carefully styled and decorated with inspiration from the NIKOLAJ d’ÉTOILES brand image of dandyism and decadence. The idea was to create the impression that the guests have been invited to Nikolaj’s own place.

During the evening, seven male models dressed in the SS16 collection were placed to “hang out” at different spots in the apartment; they were sitting in the sofas and chairs, had whisky and smoked cigars. Pretto PR wanted to create the feeling of the models actually living in the apartment, as if each one of them was a manifestation of Nikolaj.

The guests were served whisky, champagne and finger food to the sounds of a live pianist playing in the apartment during the event. All the guest brought home a beautiful gift consisting of selected garments from the SS16 collection.

In summary, Pretto PR assisted NIKOLAJ d’ÉTOILES with the idea and concept development, invitations and guest list, interior decoration, models and stylists, logistics during the event as well as follow up and reporting.


Sweden’s most important men’s fashion editors from magazines like King, Café, BON and Plaza attended the event together with a number of freelance stylists, photographers, influencers etc.

About 40 opinion-forming guests attended the event in total.

The event received a great response and the guests expressed their contentment for the event for having truly breathed life into the NIKOLAJ d’ÉTOILES’ brand image of both luxury and decadence.

Both the guests who were newly introduced to NIKOLAJ d’ÉTOILES and the ones that had experienced the brand before immediately started to incorporate the SS2016 collection in different editorial pieces.

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