In 2016, the BIC Lighter brand sought to reposition its line of lighters as a desirable lifestyle accessory. Hunter PR initiated a collaboration with one of today’s most innovative, sought-after fashion designers, Alexander Wang, to put BIC Pocket Lighters on the runway and in the hands and handbags of the fashion world’s most influential personalities. A BIC X Alexander Wag custom lighter case was featured as a primary accessory on Wang’s New York Fashion Week runway show attended by such celebrities as Madonna, Kylie Jenner and Aziz Ansari. At Alexander Wang’s #WANGFEST, one of the hottest parties of Fashion Week, a custom BIC lighter was seeded to influencers and gifted to party-goers. Coverage was secured in top-tier online and print outlets such as InStyle, WWD, The Huffington Post, Fashionista and Guest of a Guest, generating more than 112 million impressions.