A bold collaboration that made fashion go viral
Our Challenge
In an increasingly saturated fashion landscape, collaborations have become the norm. For Maje, the challenge was clear: stand out with a bold, unexpected statement that would capture both media attention and consumer imagination. The Maison needed to amplify its capsule collection internationally, while injecting fresh energy into its brand storytelling.
OUR MISSION
By partnering with Hot Wheels™, the iconic miniature car brand, Maje embraced a radically pop gamble: bringing adrenaline and boldness into feminine fashion.
To bring this disruptive collaboration to life, Ekho Agency designed an exclusive experiential press trip at the legendary Circuit Paul Ricard in the South of France.
Over three immersive days, 24 international guests — including fashion journalists and talents from France, Spain, and the UK — lived a unique journey combining racing spirit and premium lifestyle.
On the agenda:
- Vintage test drives and racing-inspired photo shoots
- An immersive dinner on the track
- A 5-star stay in Marseille
- Personalized giftings and collection reveal
- Live content creation designed for virality
This full-funnel activation was structured to maximize engagement:
- Top funnel: earned-first media & social reach
- Mid funnel: engaging multi-format content in real time
- Bottom funnel: redirection to Maje’s digital ecosystem through talent-driven traffic
The Results
- 3.2M cumulated reach across Europe
- +110 pieces of content created by guests and talents
- 96K interactions generated
- 12 top-tier press coverages (Vogue, Dazed, Glamour, Elle…)
The collaboration successfully positioned Maje x Hot Wheels as a cultural moment, blending fashion, lifestyle, and pop culture — and proving that bold storytelling is the most powerful engine of brand desirability.