Little Lies - The Swift Effect
Client:Little Lies
Location: Global
Services: Reactive PR, press office, strategic amplification, media relations
The Brief
Sometimes a moment arrives that changes everything, and for independent Scottish fashion brand Little Lies, that moment came when Taylor Swift was photographed wearing one of their dresses.
With global attention building by the minute, the Little Lies team called on SALAD to move fast. The goal:
- Maximise visibility
- Control the narrative
- Drive sales
- Turn a once-in-a-lifetime celebrity moment into long-term brand impact
This was reactive PR at its most high-pressure and high-opportunity.
Our Role
SALAD built and deployed a rapid-response PR strategy within hours — transforming a viral fan moment into a coordinated global press campaign.
Our support included:
- Reactive press office setup within minutes of the images landing
- Global media outreach across fashion, celebrity, lifestyle and business titles and news outlets
- Narrative shaping to position Little Lies as an exciting Scottish brand punching above its weight
- Broadcast pitching to secure TV, radio and digital features
- Real-time monitoring and analysis
Working in collaboration with the Little Lies team, we activated a PR machine at speed - ensuring the brand owned the moment, not just reacted to it.
The Experience
The story travelled everywhere.
Little Lies’ dress selection was picked up by press across the UK, US and beyond , with journalists requesting imagery, interviews and brand details in real time.
Titles included: US Vogue, People Magazine, Cosmopolitan, Daily Mail, Independent, Elle, Evening Standard. And exponentially more across digital, print, TV, radio and social.. Including front page placement in 5 major national newspapers the following day!
The Result
The impact was extraordinary:
- 1+ billion global OTS (opportunity to see)
- Mass international press coverage across digital, print, broadcast and social
- Record-breaking website traffic and sales
- Unprecedented brand buzz for an Scottish independent brand
The Swift Effect is real and Little Lies felt the full force of it.
Why It Mattered
For Little Lies, this wasn’t just a viral moment - it was a brand-defining one.
By responding instantly and strategically, SALAD helped transform celebrity visibility into meaningful and measurable growth. It showcased the power of reactive PR, the value of strong press relationships, and the momentum independent Scottish brands can achieve on the global stage.
A perfect storm of culture, timing and decisive action. With Little Lies now firmly on the map.
