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Why the KCD & CAA Partnership Is Important for the Future of Fashion

CAA Fashion, a division of Hollywood talent agency Creative Artists Agency (CAA) and fashion communications and services agency KCD are teaming up for global joint venture, CAAxKCD.

KCD has expertise spanning media relations, creative services, digital, entertainment, technology and consulting to the partnership. With offices in New York, Paris, London and Los Angeles, clients include Amazon, the CFDA Awards, Gucci and Louis Vuitton.

CAA Fashion brings together a combination of resources, expertise, and experience to provide household name models, designers, photographers, and influencers with new earning opportunities in editorial and runway, endorsements, licensing, branding, business-building, and entertainment.

Parent company CAA is a leading entertainment agency that represents entertainment industry stalwarts including Beyoncé and Brad Pitt in addition to a roster of photographers, models and fashion designers such as Tom Ford, Pyer Moss’ Kerby Jean Raymond and Tommy Hilfiger.

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Together they are a force to be reckoned with.

The idea, according to a statement release to FN, is “to create unique opportunities at the intersection of fashion, entertainment, and pop culture, including designer collaborations, new business development, events, and programming.”

Each company will continue to retain its proprietary business.

“A year ago, we set out to be agents of change for fashion talent whom we believe have largely been under-represented and over-commissioned as a matter of institutional practice in the industry,” said CAA agent Christian Carino, who helped conceptualize and launch CAA Fashion in 2019.

“Furthering our mission to provide an elevated service offering to these artists, our joint venture with KCD enhances our capabilities in the creation of new businesses for and with clients, through the power of our combined rosters, propelling CAA Fashion’s representation far beyond what the traditional modeling agencies have ever committed.”

“The traditional fashion and retail model, as with most industries, is undergoing a complete revolution,” said Rachna Shah, Partner and Managing Director of KCD. “In partnership with CAA Fashion, we have the ability to give the industry a new path forward with opportunities that will enhance creativity and provide solutions. We have had a long relationship of mutual respect with CAA and are inspired to develop this venture with them.”

Shah was a leading force behind KCD’s Instagram press days earlier this year. At the time she told FN that the agency was also exploring what a more digitally focused future could look like for fashion shows and that she was in talks with clients, platforms and technology experts.

The two companies previously joined forces for specific projects such as Tom Ford’s Los Angeles runway show in February which took place over Oscars weekend prior to the pandemic’s taking hold in the United States.

With so many live event cancellations and a reexamination of the fashion system, the new partnership is certainly timely.

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