Submitted by YKONEAgency IPI Score 84/100

Patrizia Pepe x YKONE: Urban Disco Jungle with Cirque Le Soir

Influencer Marketing

Patrizia Pepe replaced a Milan Fashion Week runway with an immersive Cirque Le Soir party, generating 156 creator posts, 9.8M impressions and 3.4M reach from a single night.

3.4MReach
9.8MImpressions
138KInteractions
2.7%Engagement rate

About the campaign

Milan Fashion Week concentrates every label's bid for creator and press attention into the same short window, and Patrizia Pepe needed its AW24 collection to stand out without defaulting to a runway or showroom format that risked disappearing into the noise. YKONE's answer was to replace the runway with an exclusive immersive party, Urban Disco Jungle, staged at Alcatraz in Milan in February 2024 in partnership with London nightclub Cirque Le Soir, whose slogan "If You Don't Know, Don't Worry" gave the night a ready-made cultural identity.

The agency handled creative concept, event production, artistic direction, and influencer casting, building a surreal setting that mixed urban and nature references, Cirque Le Soir performers in mythical-creature costumes, and sets from DJ Carlita, with the AW24 collection shown on models through an installation of terrariums so product stayed present without interrupting the entertainment. The environment itself did the briefing: designed around photo opportunities and recurring interactive moments, it prompted the 59 attending creators and personalities, including Meredith Duxbury, Frida Aasen, Ed Westwick, Amy Jackson, Cindy Mello, and Marta Losito, to publish 156 organic Instagram posts.

YKONE reports 9.8 million impressions, 3.4 million reach, and 138,000 interactions at a 2.7 percent engagement rate, with editorial coverage in Vogue Italia and Hunger Magazine.

Case in 60 seconds

Patrizia Pepe needed to stand out on a crowded Milan Fashion Week schedule and present its AW24 collection without relying on a standard runway or showroom format, competing for creator and press attention at one of fashion's busiest moments.

When a venue is designed around photo opportunities and recurring interactive moments, attending creators produce content with minimal briefing — the environment does the direction work, as YKONE's content-first event approach reflects.

Replace the runway with an exclusive, immersive party — Urban Disco Jungle — built in partnership with London nightclub Cirque Le Soir, giving the night a recognisable cultural identity and a ready-made slogan: "If You Don't Know, Don't Worry."

YKONE handled creative concept, event production, artistic direction and influencer casting for a night at Alcatraz, Milan that combined urban and nature references into a surreal setting, with Cirque Le Soir performers in mythical-creature costumes, DJ Carlita, and the AW24 collection shown on models through an installation of terrariums. Guests included Meredith Duxbury, Frida Aasen, Ed Westwick, Amy Jackson, Cindy Mello and Marta Losito.

According to YKONE's portfolio, 59 creators published 156 posts delivering 9.8M impressions, 3.4M reach and 138K interactions at a 2.7% engagement rate. Vogue Italia and Hunger Magazine both covered the event editorially.

Strategy Breakdown

The primary strategy-learning section — interpretation, not a press-release summary.

Patrizia Pepe targeted a fashion-forward audience during Milan Fashion Week, aiming to be perceived as, in the agency's own framing, "the cool kid on the block." The secondary audience was the social following of attending creators and personalities, reached through their organic posts on Instagram.
Milan Fashion Week concentrates brand activity into a short window where every label competes for the same creator attention and press column inches. A conventional runway risks disappearing into the noise; a party format courts a different tension — it must feel exclusive enough to drive desirability but open enough to generate volume content output.
Fashion brands at MFW default to runway shows or showroom appointments, formats that position the collection but generate limited organic creator content at scale. YKONE's brief was to present the AW24 collection in an unexpected way that would produce both cultural heat and measurable reach.
Patrizia Pepe acted as host and cultural convener rather than broadcaster. The brand's AW24 collection was shown through terrarium installations rather than on a runway, keeping product present without interrupting the entertainment experience that drove content creation.
Creators attending events post more, and post more authentically, when the environment itself provides the content prompt. By designing the Urban Disco Jungle venue around visual and interactive moments, YKONE reduced the need to brief each guest individually, relying instead on the setting to generate the desired output.

Creative & Execution System

Assets & channels

  • Live event / immersive party venue (Alcatraz, Milan)
  • Instagram — primary distribution channel for creator posts
  • Vogue Italia editorial coverage (branded)
  • Hunger Magazine editorial coverage (independent press)

Partners

  • Cirque Le Soir London (nightlife property partner, performers)
  • DJ Carlita (music programming)

Participation mechanic

  • Creator attendance and organic posting — guests were cast and booked by YKONE and encouraged to capture and publish content from the event to their own Instagram audiences
  • No formal hashtag or posting brief is documented in the sources; the environment itself functioned as the content prompt

Creator role

  • Organic content creators attending as guests and posting to personal Instagram audiences
  • Named talent included Meredith Duxbury, Frida Aasen, Ed Westwick, Amy Jackson, Cindy Mello and Marta Losito, among others

Results & Evidence

MetricValueResult typeConfidence
Total impressions9.8MReach & AwarenessAgency reported
People reached3.4MReach & AwarenessAgency reported
Total interactions138KEngagementAgency reported
Engagement rate2.7%EngagementAgency reported

Why YKONE's strategy worked

  1. 1

    Designing a venue around photo opportunities and interactive moments reduces reliance on individual creator briefing — YKONE's reported output of 156 posts from 59 attendees suggests the environment functioned as a self-directing content prompt.

  2. 2

    Borrowing an established cultural property — here Cirque Le Soir and its slogan "If You Don't Know, Don't Worry" — gave the event a shareable identity that required little explanation for guests or press, as reflected in Hunger Magazine's and Vogue Italia's independent coverage.

  3. 3

    An event format can replace a runway as the primary collection presentation when the objective is organic creator output and cultural reach rather than trade or press review, as the YKONE brief for Patrizia Pepe illustrates.

  4. 4

    Engagement rate alongside impression and reach figures provides a more useful signal of casting quality and environment fit than scale metrics alone — YKONE's 2.7% engagement rate against 9.8M impressions indicates posts drew active responses, not just passive views.

  5. 5

    Casting on fit and audience alignment rather than follower count, YKONE's stated approach, is consistent with the engagement figures reported here, though no breakdown by individual creator is available to confirm this directly.

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