Cherry, a global creative communications company merging music, sport and fashion, has launched in the U.K. It's led by Caroline Dollimore (director of publicity at Atlantic Records), Louise Mayne (founder, We Care A Lot PR), along with fashion writer Paul Flynn and Caroline McAteer (The Sports PR Company).

Current clients of the collective include Tyler, The Creator, Jay-Z, Rex Orange County and Lorde on the music PR side, and Cristiano Ronaldo, Didier Drogba, Conor McGregor, Dele Alli, Frank Lampard and Peter Cech for sport. We Care A Lot and The Sports PR Company will continue to operate independently under the Cherry umbrella.

"Cherry marks a new era for representation. Artists, designers, sports stars and beyond have more of an appetite than ever to impact in each other’s worlds," said the founders. "Cherry will inter-pollinate them all."

Cherry’s first appointment is writer and editor Douglas Greenwood as Creative Consultant. Greenwood will continue in his work as a contributing editor for fashion magazine i-D, while writing for Vogue, The Face and The New York Times. He is also the co-founder and editor of SUPER — a free fashion and arts manual.