miis.

Creative PR Studio  ·  Amsterdam

Where brands become names. A creative PR studio for fashion and beauty brands in Amsterdam.

Seeding, launches, campaigns and content for fashion and beauty brands.

miis. is a creative PR studio for fashion and beauty brands in the Netherlands.

Some brands are seen.
Others find their way into the right circles.

We create the latter.

From the people who receive the first piece to the room where a collection is introduced, we think about every detail in between. Gifting, talent, dinners, launches, shoots, stories, not as separate things, but as parts of the same picture.

Quietly building the right connections. Creating the right occasions. Giving brands a reason to be talked about.

Good PR should never feel like PR.

(02)  What We Do

Four Services

A flat lay on a grey chair: a white tee with its tag still on, a leather belt, two pairs of Calvin Klein sandals and a Dior mule

No date needed

Seeding & Creator Relations

Sent

Product in the right hands, in a box worth opening on camera. We build the list, make the approach, design the send and follow through to the post. Monthly, because the second round always works better than the first.

Creator seeding · Gifting programmes · Paid creator campaigns · Editors and stylists · Usage rights and reporting

A photographer crouched over a camera on a tripod in a red vaulted bar, a lighting panel and crew behind him

For the launch

Campaigns & Content

Seen

The shoot, the direction, the assets. One idea, art-directed once and held across stills, film and social. Made for the launch and used all year, on the feed, in the seeding box and in the ads the brand runs afterwards.

Creative direction · Art direction · Photography · Film · Motion and graphic design · Social content

A DJ in sunglasses behind the decks in a crowded room under purple light

When there's a date

Launches & Events

Opened

A date, a room, the people who should be in it. Previews, press days, dinners, openings, pop-ups. We concept the night, build the guest list, produce the room and shoot it like a campaign.

Launch concepts · Guest lists · Venue and production · Previews and press days · Dinners and openings

A shoot set up in a book-lined room, a large softbox on one side and a parabolic light on the other

Entering the NL

Market Entry

Arrived

You are launching in the Netherlands and you have no one there. We become the local team: the creators, the venues, the first send, the first night, planned from your side of the border and delivered from ours.

Dutch launch plan · Local creator and venue network · First seeding round · Launch event · On-the-ground production

Who we are

We know a lot of people.

Somehow, this became a business.

About the studio

(04)  Start a Project

No brief required

Nothing here gets made before we know who it’s for.

A date, a product or a list in mind. That is enough to start. We come back with the people and the rooms.

(05)  What Gets Talked About

01 / 07

These are the parts that decide whether anyone says anything.

A dark bar, people at tables under one beam of warm light
The Room Where it happened is the first thing people repeat. We choose the room before we write the list, and we walk it before we book it.
Guests close together at a party, a glass of red wine raised and a bottle being poured
The List Who was there decides what is said afterwards. Every name on the list is there for a reason we can give you.
Hands turning the pages of a printed lookbook, a glass of white wine in the other hand
The Box The send is the first thing that gets filmed. We design what arrives, not only what is inside it, and we watch it being opened.
Laid tables and red banquettes under a planted glass roof
The Table A dinner is a seating plan with food. We decide who sits next to whom before we decide the menu.
A packed venue seen from the balcony, the stage lit blue
The Light A room is chosen at the hour it will be used. A bar at four in the afternoon is not the same bar at nine.
An art fair hall during build-up, stands going up under exposed ducting
The Timing We plan back from when it should be seen, not forward from when it is ready. A Tuesday in the right week beats a Saturday in the wrong one.
Shoes, boots and bags spread across a concrete floor, tags still on them
The Morning The night is half of it. By the next morning the pictures are with the people who asked for them, by name, before anyone has posted.

(06)  Blog

All Entries

  1. Practice5 min read

    Notes on the Guest List

    A room is designed twice: once by the architect, once by whoever decides who comes.

    Read the piece

  2. Culture4 min read

    Why Should Brands Feel More Human?

    Brands are getting very good at looking like brands. On point of view, participation, and why the things we remember are usually the things with a little personality.

    Read the piece

  3. Design4 min read

    The Return of Stone Furniture

    Why we are falling back in love with the weight of natural materials, and what a travertine table understands about luxury that a plastic one never will.

    Read the piece