LONDON — Lucien Pagès Communication and fellow agency AIPR are joining forces in an ever-more competitive climate for fashion and lifestyle communications.

The two have formed a venture for the U.K. market called Lucien Pagès & AIPR with a redesigned black, white and gray logo to reflect the change.

This merger is supported by The Independents group, which acquired Lucien Pagès Communication in December.

AIPR was founded by Adam Iezzi in 2005 and represents fashion, beauty and lifestyle brands including JW Anderson, Loewe, 16Arlington, Alaïa, Zara and Zara Home.

Iezzi said he has worked with Pagès for more than 15 years “and I couldn’t think of a more natural partner for the next chapter of my agency. He became an ally in business and, even more, a friend.”

He added: “Thanks to Lucien Pagès’ global reach and the wider network of The Independents, I will be able to offer an even stronger service to my clients, while maintaining and strengthening my team.”

Lucien Pagès Communication was founded in 2006 in Paris, and organizes brand events during the fashion weeks in New York, London, Milan and Paris. It opened a New York office in 2019 and stages cultural events worldwide.

Pagès said he’s happy to have a base in London — at last. “People often asked why I never opened an office in London, especially given how much I love the city. I am there regularly for work, and London’s media has always had a major influence on our community,” he said.

He added that Iezzi “offered a service that complemented mine perfectly. We’ve long shared clients and have a very similar approach to our work. This joint venture is the product of a long discussion that Adam and I have had together and now, as part of The Independents, is the perfect time to do it. I couldn’t be happier.”

Isabelle Chouvet, chief executive officer of The Independents, said the joint venture “is typical of the synergies that we would like to encourage, and we welcome Adam and his team to The Independents.”

The Indepedents was founded in 2017 through the merger of the Asia-based events organizer K2 and the public relations agency Karla Otto.

In 2023, it took a $400 million investment led by the private equity firm TowerBrook Capital Partners and entertainment giant Banijay Group. It has been on an acquisition spree over the past year, betting on scale and geographical reach to counter a luxury downturn.

Earlier this year it launched L’Incubateur, an initiative created to identify, support and accelerate the next wave of talent, entrepreneurs and creative agencies.