Angels has been providing costumes for stage and screen since 1840. Behind the Seams is a story of the history of costume for theatre, film TV, London and a family business now in its seventh generation that rose from humble beginnings in the 19th century to become a major force in the world of costume for the movies, television and theatre. With over 1 million costumes and accessories hanging on 6 miles of rails, Angels is the largest dressing up box in the world and the name sewn in hundreds of thousands of costumes for film television theatre productions. Angels can also claim more than a little credit for thirty-six costume Oscar-winning movies, including Star Wars (1977), Titanic (1997) Shakespeare in Love Grand Hotel Budapest (2015). Behind the Seams provides the reader with a unique insight into 175 years of the entertainment industry in London, and the sometimes bumpy evolution of a family business, now in it's seventh generation.Behind the Seams reveals extraordinary secrets about the costumes and their creators. With lavish photos and close up details of trims, lace and fabrics, it's also visually stunning and a joy to dip into for inspiration or escapism.Many of the biggest names in theatre cinema TV Theatre have walked through the doors at Angels including Noel Coward, Laurence Olivier, Elizabeth Taylor, Michael Caine, Judy Dench, Daniel Craig, Gwyneth Paltrow, Damian Lewis, Cate Blanchett, Johnny Depp, Helen Mirren, Benedict Cumberbatch, Keira Knightley and Eddie Redmayne to name but a few.
All have been dressed and undressed by the Angel's costumiers who share some of their secrets and tips of the trade in this exclusive backstage pass.
General Overview: The central subject matter of the BEHIND THE SEAMS (and Angels' 175th anniversary exhibition) is of natural interest to Current Affairs-, Theatre-, Film-, Fashion-, Culture, London-, TV- and History-related publications and sections of UK national and regional media, across print, digital and broadcast. PR plan covering the launch of seminal film, theatre, and culture title, BEHIND THE SEAMS, will target three main PR avenues: - Traditional - Creative - Reactive in order to raise awareness of the book, celebrated family business, related exhibition, and themes among as wide an audience as possible. * Traditional outreach to include reviews, interviews, excerpts/images, and general features based on the book's release (and associated exhibition opening) and widely appealing themes, multiplied by pertinent social media sharing. Media to include: Daily Mail Online, Huffington Post, Vanity Fair, etc. * Creative PR to involve the deployment of a news-agenda-setting feature from within the title in a major publication (exclusively to one publication, or via multiple channels depending on negotiation with media involved) to prompt public engagement, again amplified by social media. Media options include: The Guardian, The Times, Sunday Times, Mail on Sunday, Daily Telegraph etc. * Reactive outreach will involve the insertion of Angels and/or content from the book/exhibition into British/European news coverage of key topics and occasions, such as, new film releases, seminal award events, theatre developments, Christmas theatre and TV season etc. Media targets include: BBC News Online, BBC Radio 2 & 4, Sky News etc. All coverage in these three areas will be expanded by targeted social media outreach and dissemination to targeted blogs, individuals, and related organisations with an interest in the BEHIND THE SEAMS themes, maximizing the footprint of dissemination. Press plan includes securing the book's placement in Christmas promotions and media competitions, bringing the title to as many potential readers as possible. Target Media Sections: o General Features sections of national publications/colour supplements: Guardian - G2, Observer - New Review, The Times - T2, The Sunday Times - Magazine, Mail on Sunday - Weekend etc.; Features sections of national/international magazines: Spectator, New Statesman, The Economist etc.; Features sections of Broadcast media: BBC Radio 4 Today Programme, BBC One Breakfast, ITV Lorraine Kelly, Sky News etc. o Theatre publications and sections of national and regional publications: Observer - New Review, Sunday Telegraph Magazine, Sunday Times - Culture etc.; Trade publications: UK Theatre Magazine, The Stage, Preview etc.; Theatre sections of Broadcast media: BBC Radio 4 Front Row, BBC Radio 3 Nightwaves etc.; Theatre blogs: London Theatre Blog, Guardian Theatre Blog, West End Whingers etc. o Film and TV sections of national publications: Guardian - G2, The Times - T2, Independent - Magazine etc.; Trade publications (print + digital): Sight and Sound, Total Film, Empire, TV Choice, Radio Times etc.; TV & Film sections of Broadcast media: BBC Radio 2 Simon Mayo Show, BBC Two Film Show, BBC Radio 6 etc.; Film & TV blogs: BBC Kermode Uncut, Flickering Myth, Live For Films, CineVue, Radio Times online, Screen Daily etc. 1/2 o Fashion and Celebrity sections of national publications: Sunday Times - Magazine, Sunday Telegraph - Stella, Observer - Magazine etc.; Fashion and Celebrity magazines: Grazia, Stella, Cosmopolitan, Tatler etc.; Digital fashion and celebrity-related publications: I:D, Dazed and Confused, Vanity Fair Online etc.; Fashion blogs: Style Bubble, Facehunter, Vogue Online etc. o Current affairs & Culture sections of national publications: New Statesman, TIME, The Economist etc.; Trade publications (print + digital): The Art Desk, Frieze, WIRED etc.; Current Affairs/Culture Broadcast: BBC Two The Culture Show, Sky Arts, CNN Arts, BBC World News etc. o History-related publications (print + digital): BBC History, History Today; History Broadcast: BBC Radio 4 - In Our Time, BBC London - Robert Elms Show etc.; History blogs: History Extra, Telegraph History etc. o London specific publications (print + online): Evening Standard, Ham & High, The London Magazine, Richmond & Twickenham Times, This Is London etc.; London Broadcast: LBC - Shelagh Fogarty, Capital FM - Lisa Snowdon & Dave Berry, BBC News London etc. o Relevant social media/blog accounts (including Facebook, Twitter, Instagram): @WhatsOnStage, @LynGardner, @TotalFilm, @BBCFilms, @voguemagazine, @WWD, @CSA etc. PR Timeline: - Outreach to secure Christmas promotions/longleads/serial options: May - June - Outreach to midleads/range of broadcast: June - August - Outreach to shortleads: August - September As well as the dedicated PR activity that is detailed above, there is also an Exhibition opening in October. DRESSED BY ANGELS Seven Generations of Dressing the Stars of Stage, Screen & TV 2 October 2015 to 3 January 2016 Loading Bay, The Old Truman Brewery This exhibition gives the visitor a unique insight into 175 years of the entertainment industry in London and the evolution of a family business now into its seventh generation. It shows the growth of theatre and the advent of film and television by using multiple themed spaces with interactive elements and multi media as well as displays of costumes telling the story of London life and fashion from 1840 to today. Dressed by Angels also gives the 'behind the scenes' story of Angels - a family business that over seven generations has played a vital role in the entertainment world. Actors and actresses, film stars and celebrities have all worn costumes by Angels and the exhibition will allow the visitor to step inside the biggest dressing up box in the world and find out how the magic happens.