HOOK
Your Spring Glow-Up Starts Here brings the brand’s spring collection to life — capturing the spirit of warm-weather moments with lifestyle-driven storytelling that speaks to modern millennials and inspires them to refresh their style for the season.

TONE
Elevated and aspirational, yet relaxed — capturing the essence of everyday luxury. The voice is fun, flirty, and conversational, grounded in seasonal relevance with a fresh, modern feel.

STRATEGY
Position the new collection as an essential companion to both warm-weather style and standout seasonal moments. Reinforce the brand’s position in the affordable luxury space by speaking directly to millennial consumers who value both style and substance.