The opening of Walker Drawas's New York office on Mercer Street is more than a business expansion; it's a contemporary echo of lingerie's journey from private garment to public brand spectacle. The agency's new showroom, intended as a gathering space for editors and creators, mirrors the historical shift pioneered by houses like Chantal Thomass in the 1970s, which transformed lingerie from hidden foundation into a presented, talked-about fashion category.
This parallel deepens with the agency's direct representation of Cardi B and its new Performance PR unit, which seeks measurable commercial impact from press coverage. It reflects a modern truth the lingerie industry knows well: visibility must convert. Brands like JustFab, a Walker Drawas client, built empires on this data-driven model. The agency's move to blend storytelling, commerce, and technology continues a path charted by lingerie's own commercial pioneers, who long ago understood that cultural relevance and bottom-line results are not mutually exclusive, but intimately connected.
Originally reported by WWD