LONDON--Exposure has been hired to help build a more fashion-conscious positioning for precious metal palladium.

The independent PR firm secured the International Palladium Board (IPB) brief following a pitch last year. It is understood that the account was previously handled by Slam PR.

Exposure is launching the ‘Palladium Visions’ campaign, which will commence at London Fashion Week and run throughout 2012. According to Exposure communications director Maneeze Chowdury, the programme aims to showcase palladium’s properties of “lightness and strength”, among trade and consumer audiences.

Chowdury added that the firm will unveil a series of partnerships with designers, jewellers and artists. The first of these, with Central Saint Martins College of Art & Design, will launch at the British Fashion Council’s Rock Vault, an International Palladium Board sponsored initiative to “support, showcase and
promote Britain’s most innovative fine jewellery talent.”

In addition, the IPB is hoping to establish itself as the global authority for the precious metal. Another organisation active in this area is the Palladium Alliance International.

While palladium is considerably rarer than gold and platinum, it remains under-represented in luxury jewellery lines. However, a number of designers have begun using the metal in recent years - including Vivienne Westwood, whose 'Get a Life' collection features actress Christina Hendricks.

In 2009, palladium was designated a precious metal, alongside gold, silver and platinum, by the British Hallmarking Council. Almost half of the metal is produced in Russia, and it is widely used by the electronics and automotive industries.