Luxury Cashmere Brand Les 100 Ciels Appoints SAMY as Agency of Record

Apr. 15, 2025

Luxury cashmere clothing brand, Les 100 Ciels, with stores in London’s Knightsbridge, South Molton Street, and St John’s Wood, has appointed SAMY, the Bridgepoint backed, social-first digital marketing agency, with a remit that covers organic and paid social media marketing, as well as design/art direction consultancy and in-store activations. SAMY will be the brand’s only retained agency.

SAMY has been charged with driving footfall to Les 100 Ciels’ owned stores and traffic online; sales are a key campaign KPI.  SAMY will also build awareness of the brand and communicate its quiet luxury credentials, including via targeted influencer activity. The brand has recently opened a second store on Knightsbridge, offering a full range of women’s items.

To cater for its growing global client base, Les 100 Ciels is planning to open its first overseas retail outlet. SAMY has been tasked to support its new Abu Dhabi store, which opened at the end of March, initially via a paid media strategy.

SAMY will also support the brand by producing relevant content for key moments such as new store openings, new collections and gateway items to the full collection, including the “100 Cap” . Also in the works is a range of in-store events reflecting key aspects of the brand, with a focus on luxury, wellbeing, sustainability and exclusive artisanal themes, potentially involving influencers and collaborations.  SAMY will work closely with the owners of Les 100 Ciels and its in-house team on all aspects of its brief supporting the brand in making a subtle step change in how it presents itself. 

Darren Hampton, Brand Director at Les 100 Ciels says:

“We have ambitious plans for Les 100 Ciels, but we have to ensure that our growth respects the core principles of the brand that we have carefully built over time. SAMY showed us that they understood the careful alignment of messaging required to both promote the Les 100 Ciels brand and take our story out to a discerning audience who may not yet have heard of us, all while respecting our core values and exclusive approach. We are very excited by what lies ahead.”

 

Paul Hickey, Group Director at SAMY Alliance, notes:

“Les 100 Ciels is a remarkable luxury brand whose founders are so incredibly passionate about the quality of every single item they craft and sell.  Collections are produced in limited numbers, which drives the brand’s exclusive appeal. 

We are incredibly excited to be supporting them on their growth journey, introducing audiences who love and appreciate quality, craftsmanship and superior fabrics to the Les 100 Ciels brand. We will do this while ensuring that its core brand values remain front and centre in all aspects of our work, including considered curation of influencer talent, visual language and art direction and design.”

 

Les 100 Ciels places luxurious cashmere at the heart of every collection. The brand creates timeless essentials with contemporary fashion details. Each collection is beautiful and ethically made, combining style with exquisite craftsmanship, securing Les 100 Ciels a place alongside the world’s most prestigious cashmere brands.