Michelle Vella Art



In 2018, when Toronto pop art artist Michelle Vella was looking to launch her fashion collection and capsule home collection, she reached out to Matte PR.

Together, we worked on supporting the launch of Michelle Vella Art’s first fashion and capsule home collection. The fashion collection was introduced at a pop-up inside Yorkville Village from September 8-17. She later launched a home capsule collection at the Toronto’s Interior Design Show (IDS) in 2019.

Our scope of work included events PR, media relations and strategic consultation. First, we worked with Michelle to deliver a media mail drop containing a limited-edition print. Next, we kept momentum going by inviting media, industry professionals and influencers in the lifestyle space to attend her Yorkville Village pop-up. This was done in tandem with a full media relations campaign aiming for top-tier coverage in fashion, lifestyle, and design publications.



Prior to working with us, Michelle built her profile by painting industry icons like Diane von Furstenberg, Iris Apfel and Jeanne Beker. As a result, she was featured in Harper’s BAZAAR Thailand and W Magazine. At the outset of our campaign, Michelle’s brand was well-positioned to experience growth through diversifying her product line and working with a PR agency to spread the word.


Matte PR’s campaign began with curating a target audience to position Michelle’s work in front of the right people. Our list included fashion, design and art media and industry. We launched with a media relations campaign along with events PR support for the Yorkville Village pop-up event. We strategically launched our campaign with a mail drop to effectively drum up anticipation for Michelle’s collection launch..

Our media relations strategy centered around showcasing product and distilling authentic stories from Michelle that would be an asset to aspiring artists. Michelle launched her career as an artist on Instagram, and turned it into a viable, full-time venture in just one year. We unpacked her keys to success, why artists should plunge in and how Michelle developed her own style that’s taking-off in Canada and the U.S.


Our work focused on securing media and influencer coverage, as well as working our network to secure new business opportunities and partnerships.

Her Yorkville Village pop-up was a huge success and was attended by a large group of media and industry influencers within the design, art and lifestyle space.


Michelle Vella with Jeanne Beker

Michelle Vella with Heidi Ruggier and Cale Fair

Jen Kirsch, Mary Symons, and Candice Sinclair

On top of assisting with events PR, we secured Michelle a pop-up at Hillcrest (a Matte PR client) as well as worked to secure top-tier media coverage in publications like City Life, FASHION, Daily Hive, blogTO, Toronto Guardian, She Does the City and more. We garnered media reach totaling 6,832,416 at the close of the campaign.



Following our campaign, Michelle’s momentum didn’t stop. She was invited to show her work on CityLine, appeared on The Shopping Channel’s ‘Style Matters’ with Jeanne Beker and was accepted to participate in The Yogen Früz Pinkberry Brain Project.


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