Jimmy Choo aperitivo evening at Pitti Uomo 96

Jimmy Choo wanted visibility with a fashion-forward audience around Pitti Uomo 96 in Florence, without falling back on a standard product post. During fashion week, audiences reward content that feels like genuine participation and scroll past anything that looks like a staged advertisement, and luxury labels all compete for attention around major menswear moments. Sociably's insight was that content created inside a real fashion week moment reads as organic coverage rather than advertising, and lands while attention on Florence is at its peak.

Sociably staged an aperitivo evening in Florence, native to the Italian fashion week context, casting Blake Scott and Louis-Nicolas Darbon as hosts. An aperitivo is a natural social ritual in the city, so an influencer-hosted evening gave the creators a real occasion to document. The agency handled full event production, on-site photography, and retouching, and the content ran on the two hosts' own channels timed to peak industry attention.

Activating inside an existing cultural moment let the brand borrow relevance and timing instead of manufacturing attention, and a format native to the setting made the coverage read as organic rather than sponsored. Two well-matched hosts proved sufficient because the event supplied the content. The agency reports a combined reach of 1.5 million followers, though this describes the hosts' combined follower base rather than measured views or engagement. Platforms, dates, content volumes, and commercial outcomes are undisclosed and the figure is self-reported, so it should be read as agency self-report until independently verified.