Premium women’s brand By Malene Birger has teamed up with leading digital influencer Evangelie Smyrniotaki of Styleheroine on an omnichannel campaign to launch and advance its pre Fall 16 collection.

Smyrniotaki and her photographer Haris Farsarakis have produced the imagery featuring the Danish brand’s pre Fall collection, which will be rolled out across several platforms including B2C, B2B, social media and By Malene Birger’s website and newsletters.

By Malene Birger marketing and omnichannel director Rina Hansen said Athens born and raised Smyrniotaki was “an impeccable partner” to launch its multichannel initiative. “We have always been the biggest fan of Evangelie because of her eye for fashion, her effortless style and her kind personality. Actually we thought she was the immaculate choice,” Hansen said.

Smyrniotaki launched her blog in 2011 hosting carefully curated fashion and beautiful imagery. Known for her minimalist style she has worked with a number of luxury and premium brands and retailers globally including Net-a-Porter, My Theresa, Gucci, Tiffany & Co and Balenciaga. She was one of the faces for Jimmy Choo’s Cruise 16 campaign.

The By Malene Birger pre Fall 16 collection has just been unveiled on its website and in-store. Last autumn it unveiled its concept store on London’s Marylebone High Street.