Kevin Fegans, a former public relations executive at Asos and Forever 21, is launching his own communications consultancy in partnership with branding agency Redefined.

At The Communications Bureau, Fegans, who previously held the titles of Asos’ vice president of public relations and Forever 21’s director of pr and social media, will target brands that need to navigate the rapidly evolving media landscape, offering services that he described as zeitgeist-led research and results-driven campaigns. He has partnered with Redefined, a branding agency that specializes in music and technology for companies such as Apple, Converse, Puma and Spotify. While Redefined operates offices in London and New York, Fegans works out of Los Angeles.

Fegans’ initial list of clients includes fashion companies such as premium denim brand Seven For All Mankind; Brazilian shapewear line Squeem, and leather label Lth Jkt. While at Forever 21, he led marketing initiatives centered on pop culture, including the casting of rapper Iggy Azalea and Los Angeles Lakers player Nick Young in a holiday 2014 ad campaign that ran globally.

“Given the shift in the media landscape, the timing felt right to launch a consultancy,” Fegans said, adding that he’s placing “a large focus on direct to consumer engagement.”

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