Fashion house Karen Millen has appointed content and The&Partnership’s digital engagement agency AllTogetherNow to handle its social, content, media and paid social media placement account as part of a digital brand transformation, following a competitive pitching process.

The agency will begin to immediately rethink how the brand approaches social in an attempt to create deeper consumer connections.

“This is a really exciting win for AllTogetherNow – there is no better time to tell the incredible Karen Millen story to a new audience in a way that gets maximum value from the social and digital space,” said AllTogetherNow managing director Steve Parker.

“The brief is perfect for our data-driven approach to Smarter Content and social that thrives in the fast moving world of fashion.”

Karen Millen customer director Charlotte Ellis said AllTogetherNow impressed with its strategic and innovative thinking that was in sync with the target audience.

“We’re confident they understand our future ambitions as a brand and can deliver a unique blend of creative, content and smart media distribution through our social channels that will have an immediate positive impact on our business.”

Karen Millen is active in 348 locations across 44 countries, with 100 stores and concessions in the UK.