NEW YORK—M Booth has formed a strategic partnership with UFCG (Umindi Francis Consulting Group), a New York brand consultancy with a focus on fashion public relations. The partnership is designed deepen M Booth’s fashion credentials, adding to a broad array of traditional and digital services the agency currently offers to its fashion, retail and lifestyle clients.

Before starting her own agency, Umindi Francis held communications positions at Louis Vuitton of LVMH and Bottega Veneta of Gucci Group, and was vice president of public relations for Bismarck Phillips Communications & Media.

M Booth has worked with fashion and retail brands including jcpenney, Aerosoles, BHLDN (an URBN brand), Maidenform and Donna Karan Intimates. Agency chief executive Margi Booth says the partnership with Francis “brings a depth of knowledge and relationships in the fashion community which will be invaluable to our clients.”

Francis will work directly with Jennifer Teitler, co-director of M Booth’s consumer practice, who oversees the agency’s fashion team.