Midas secures quality national newspaper and magazine coverage for new fashion photography book by London-based fashion photographer Nadine Ijewere, published on 5th October 2021 by Prestel Publishing
The Brief
Midas was hired by Prestel Publishing to implement a PR Campaign for a new photography book titled Our Own Selves by London-based fashion photographer Nadine Ijewere who was the first black woman to shoot a cover of VOGUE in its 125-year global history. Published on 5th October, Our Own Selves is Nadine Ijewere’s first monograph featuring 160 colour photographs to showcase how Nadine Ijewere has become one of the world’s most sought-after fashion photographers. As part of the publicity campaign, Midas pitched for book reviews, product slots, picture stories, interviews with Nadine Ijewere and wider features across literary, art and photography, culture, lifestyle, and fashion media.
The Work
Midas worked with Prestel Publishing to create a bespoke PR strategy and timeline to implement 3-months campaign work over a 4-month period. As the original publication date was September, before it moved to October, our work begun in May 2021 with the aim of securing long-lead magazine coverage. This initial PR push resulted in securing fantastic book recommendations in Elle and VOGUE as well as a first run picture story in The Financial Times to coincide with the book’s launch date.
To secure quality media coverage, we pitched for interviews with Nadine Ijewere which ran in The Observer, AnOther, DAZED, Creative Review, Amateur Photographer Magazine and It’s Nice That. Midas also pitched for picture stories which ran in The Observer’s Big Picture, The Financial Times’ Opening Shot. Additionally, we used the commercial appeal and Nadine’s stunning imagery to secure product and book slots including Style Notes in ES Magazine, Stella Loves in The Sunday Telegraph: Stella Magazine, Coffee Table Choice in the i Newspaper, Picture This in ELLE and the Life & Style pages in VOGUE as well as digital book round-ups including Elephant, Tempus Magazine, Country & Townhouse, The Financial Times and AnOther.
The Results
Midas secured 50 pieces of coverage in total including 17 pieces of print coverage across national newspapers and magazines, and a further 33 pieces of digital coverage.
Interviews with Nadine Ijewere ran in The Observer, AnOther, DAZED, Creative Review, Amateur Photographer Magazine and It’s Nice That. Pitcture stories ran in The Observer’s Big Picture, The Financial Times’ Opening Shot. Additionally, we successfully secured a fantastic selection of product and book slots including Style Notes in ES Magazine, Stella Loves in The Sunday Telegraph: Stella Magazine, Coffee Table Choice in the i Newspaper, Picture This in ELLE and the Life & Style pages in VOGUE as well as digital book round-ups including Elephant, Tempus Magazine, Country & Townhouse, The Financial Times and AnOther.
Key coverage across print and digital media also included: The Glossary, ALT A Review, Marie Claire Italy, Time and Leisure, TEETH, BRICKS, Made in Shoreditch, L’Orbs, vogue.co.uk, Royal Photographic Society Journal, MSN, and Yahoo.
Media quotes include:
“Her aesthetic celebrates identity, diversity and colour, and was born out of a desire to create the dreamlike images she wished she’d seen in magazines growing up.” – The Financial Times
“Nadine Ijewere’s breathtaking debut monograph compiles her most compelling work to date – from boundary breaking editorials for leading magazines and brands, to portraits of locals taken in Jamaica and Lagos.” – AnOther Mag
“London-based photographer Nadine Ijewere will release her first monograph (5 October), which incorporates both her history-making work for Vogue and photo series exploring her Nigerian and Jamaican heritage.” – Vogue
“SouthEast London-born photographer Nadine Ijewere is a mainstay of the fashion ecosystem, having shot portraits and campaigns for the likes of British Vogue, Dior and Stella McCartney.” – Elephant
“Its energy is typical of her work, which is collected in a new monograph called Our Own Selves. The photos demonstrate her commitment to cheerfully exploding any narrow ideas of beauty that the fashion industry still clings to.” – The Observer
