The objective of this campaign was to showcase fall/winter faux fur outerwear and footwear styles through a two-part series. The first part highlighted neutral, earthy tones, while the second featured a more playful palette of pastel colors. The campaign was designed to evoke a sense of nostalgia, drawing influence from Y2K fashion trends, including mini skirts, tracksuits, and fur-accented boots, in order to resonate with a millennial and younger customer base.
For Black Friday, the second phase of the campaign incorporated vibrant pastels and eye-catching colors, with the goal of creating a distinctive, memorable presence amidst the competitive landscape of Black Friday promotions. This strategy aimed to differentiate the brand and engage consumers with a fresh, standout approach to seasonal marketing.
