dresses are in the dna at dressbarn. literally. so when the smart people there decided to own it, they asked me to help. mission: reach fashion influencers, elevate the brand and become famous for the dress. say hello to dressbar.

first up... impress the press. the fashion press. we collaborated with designers whose names are practically synonymous with the word dress, and created chic cutout dolls from their sketches for our press kit. the dolls popped out of an oversized card with a little backstory on the designer and details about their dress collection. let’s just say we got their attention.

our 360 launch initiative included a ny centric teaser campaign, a national print campaign, experiential events at our nyc pop up shop, a partnership with hot new retail concept "story", a robust social presence and a dedicated shop-in-shop at all db stores. online we created a new digital experience dedicated to all things dress with designer partnerships, influencer collaborations and dresses, dresses, dresses. site navigation was designed to reflect the way she shops... by where she’s going or by her current mood. because, moods.

results? post-launch we saw an 8% increase in dress sales, while the industry was down 7%, and we received over 1 billion impressions.

launch campaign photographed by coliena rentmeester.

role: creative direction, visual identity, brand voice, copywriting

mediums: pr, print, dtc, experiential, paid and organic social content