The campaign was built around the idea of The Art of the Arrival: creating a magnetic first impression that embodied confidence, glamour, and effortless sophistication. To maximize awareness and cultural relevance, the campaign featured the globally recognizable fashion figure Elsa Hosk whose presence elevated brand perception and amplified reach across channels.

Beyond the core holiday assortment, the strategy extended to product innovation. In collaboration with the design team, we introduced a selection of more directional, fashion-forward silhouettes that pushed beyond the brand's traditional offering. These elevated statement pieces served as a strategic test-and-learn opportunity, gauging customer appetite for extended product categories while reinforcing a stronger fashion authority during the brand's most visible season.

Art Direction: Stephanie Lavaggi
Photography: Bjorn Ioos