The Layer Love campaign aimed to inspire our customer to embrace the art of layering as the cooler months approached. As the seasonal shift began, we positioned layering not just as a styling necessity but as a fashion statement. Drawing inspiration from the trending ‘Scandi girl’ aesthetic, our visual direction leaned into minimalism with a bold edge featuring clean typography, structured grid layouts, and carefully considered spacing to create a modern, elevated feel.

Red was as a hero colour within the product, so we carried this through into the creative execution. From product styling to graphic elements, a striking red was consistently used to create visual cohesion. This “red thread” tied the entire campaign together and in such strengthening brand storytelling and reinforcing product focus across all touch points.