SOCIAL

While exploring the brand's site, I was drawn to its conscious design approach and timeless aesthetic—but noticed the absence of a founding narrative. This sparked the idea for The Summer Story, a campaign rooted in storytelling, aiming to reveal not just the pieces, but the purpose behind them. Inspired by the fashion term "story," the campaign unfolds in six chapters set across Copenhagen, Lisbon, Marrakesh, Paris, New York, and the Greek Isles—each featuring a confident, modern woman whose style and setting reflect different facets of the collection. To evoke a personal, tactile feel, I incorporated my own handwriting across the collateral and used AI-generated imagery to bring each chapter to life in a way that complements the brand’s aesthetic. The launch film, imagined in the Greek Isles, follows a woman journaling on a sun-drenched balcony before moving through her apartment, styling pieces along the way—a metaphor for the collection’s versatility and role in everyday life. I also proposed a digital campaign hub where each chapter’s story and lookbook would live together, offering a rich, shoppable experience and creating space for future collaborations with real women and local influencers. Each week, a new chapter would drop, always told from behind the model to let viewers step into the moment and project their own identity—underscoring the belief that personal style starts with the individual. To further build trust and connection, I envisioned a behind-the-scenes documentary that shares the creative process from sketch to final edits, adding authenticity and depth. The Summer Story is ultimately a celebration of modern women and the journeys they shape—told through timeless pieces designed to move with them, worn with individuality, purpose, and a story worth sharing.

Firefly / Photoshop / Illustrator