CASE STUDY
Launching Wet Cement Clothing Exclusive Collection With Saks Fifth Avenue
Wet Cement partnered with SNA Communications to launch an exclusive collection at Saks Fifth Avenue. SNA led a high-impact full-funnel communications launch strategy integrating fashion, experience, influence, and philanthropy. The campaign spotlighted the cause-driven collaboration with Operation Smile, generating expansive media buzz and fashion authority credibility while helping transform lives through surgical care for children globally.
THEIR STORY
Wet Cement Clothing is known for its distinctive, hand-crafted designs using organic materials. Each piece embodies storytelling through fashion, drawing on themes of history, art, and personal expression. Recognized for their artisanal approach, Wet Cement partnered with Saks Fifth Avenue to bring their unique aesthetic to an elevated retail stage—while aligning with Operation Smile to inspire purpose-driven consumer action.
“Working with SNA was an absolute game-changer for Wet Cement. From communications and PR to talent booking and experiential runway production, their team executed every detail with precision and creativity. Securing Grammy Award-winning artists like The Black Eyed Peas and NLT elevated our launch to a truly unforgettable level. The executives at Saks Fifth Avenue were beyond impressed with the full-funnel strategy and the powerful brand experience we delivered together.”
ANDY COWABUNGA
CO-FOUNDER, WET CEMENT CLOTHING
THE CHALLENGE
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Position a relatively niche, boutique brand (Wet Cement) as a premium player in the competitive luxury retail space.
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Launch an exclusive collection with Saks Fifth Avenue in a way that garners national attention and long-term impact.
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Align the campaign with Operation Smile to raise awareness and support for children needing cleft surgeries.
Generate widespread media exposure beyond traditional fashion media by infusing celebrity and entertainment culture.
THE SOLUTION
CHANNELS + SERVICES
SNA adopted a custom approach to each business channel to maximize the learning and associated KPIs.
GUESS — SNA Communications worked successfully to complete a tailored talent + influencer marketing, partnerships + activations, experiential, and communications Q2 lifestyle and cultural marketing plan which included a full-funnel approach in order to reach the target consumers. This included launching GUESS and Marciano apparel and accessories directly to a culturally connected audience, SNA developed an immersive influencer activation in partnership with Bling Empire star Kim Lee. Hosted at the iconic House of An’s Crustacean in Beverly Hills, the experience featured a curated wine pairing alongside elevated Vietnamese and Asian cuisine in celebration of AANHPI Heritage Month. The event seamlessly fused lifestyle, heritage, and brand storytelling—resulting in authentic engagement, shareable content, and an expanded brand presence among a diverse and influential consumer base.
PARTNERSHIPS
DEFINING SUCCESS TRANSCENDING METRICS
The launch of Wet Cement’s exclusive collection at Saks Fifth Avenue was a resounding success, seamlessly blending fashion, celebrity, and philanthropy into a singular, high-impact experience. The event captivated a diverse audience of media, tastemakers, and consumers, elevating Wet Cement’s status in the luxury retail space while shining a spotlight on the mission of Operation Smile. Through strategic media outreach, celebrity engagement, and immersive brand activations, the campaign generated widespread national and international coverage, significantly boosting awareness for both the collection and the cause. This multifaceted initiative not only positioned Wet Cement as a credible force in the fashion industry but also demonstrated the powerful synergy between style and social impact—leaving a lasting impression on the market and changing lives one smile at a time.
PERFORMANCE
175M+
27M+
MEDIA
IMPRESSIONS
SOCIAL MEDIA
IMPRESSIONS
2.1M+
2.1M+
ENGAGEMENTS
ENGAGEMENTS
PLAY IN WET CEMENT x SAKS FIFTH AVENUE TO BENEFIT OPERATION SMILE
COURTESY OF OC REGISTER
THE BLACK EYED PEAS INTERVIEW AT WET CEMENT x SAKS FIFTH AVENUE
“ Steve Nguyen and the SNA team have been longtime champions of Operation Smile, and their commitment to purpose-driven work is truly inspiring. Partnering with SNA on multiple experiential programs—from Saks Fifth Avenue runway events to activations for Grammy Awards on aligned strategy and theme while broadening both our reach and audience engagement. As a nonprofit, the momentum these campaigns generated directly translated into increased awareness, donations, and ultimately, more life-changing surgeries for children around the world. We’re incredibly grateful for their partnership and impact. ”
ROBYN MIRCOFF ELEFAN
SENIOR DIRECTOR, EVENTS & PARTNERSHIPS, OPERATION SMILE
