Writing For Fashion Brands

🛍️ 𝗙𝗿𝗼𝗺 𝗦𝗰𝗿𝗼𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗦𝗵𝗼𝗽𝗽𝗶𝗻𝗴: 𝗧𝗵𝗲 𝗦𝗲𝗮𝗺𝗹𝗲𝘀𝘀 𝗟𝗲𝗮𝗽 𝗼𝗳 𝗦𝗼𝗰𝗶𝗮𝗹 𝗠𝗲𝗱𝗶𝗮 𝗶𝗻𝘁𝗼 𝗘-𝗖𝗼𝗺𝗺𝗲𝗿𝗰𝗲📈 #Socialmedia has transformed from a place for connection and content into a bustling digital #marketplace. This evolution has witnessed platforms like Facebook and Instagram integrating #shopping features, leading to a new shopping paradigm. 🌟 TikTok Shop - 𝘁𝗵𝗲 𝗹𝗮𝘁𝗲𝘀𝘁 𝗿𝗲𝘃𝗼𝗹𝘂𝘁𝗶𝗼𝗻 𝗶𝗻 𝘀𝗼𝗰𝗶𝗮𝗹 𝗰𝗼𝗺𝗺𝗲𝗿𝗰𝗲 TikTok, with its 1.67 billion active users, isn't just for dance challenges anymore. 😁 It's quickly becoming an #ecommerce giant. TikTok initially trialed Shopping with select Shopify merchants in US and UK, later expanding to Canada, but have since rolled it out on a broader scale. The feature's launch into e-commerce in the US was part of TikTok's strategic expansion, tapping into the booming #socialcommerce market projected to hit $67.32 billion in the U.S. in 2024. This past holiday season proved to be TikTok Shop’s first major test. According to TikTok, about 150,000 creators and sellers published shoppable videos or Live shopping streams during the #BlackFriday and #CyberMonday week. Furthermore, TikTok said over 5 million new customers made a purchase on TikTok Shop during that weekend — a result of 22.8 billion views across all shoppable livestreams and videos. 🌟How TikTok Shop Changes the Game: 🛍️ Integrated #ShoppingExperience: Users can browse and buy without leaving the app. Shopify integration means businesses can manage their TikTok campaigns alongside their e-commerce operations. 🔮 #PersonalizedDiscovery: The 'For You' page tailors product discovery to user preferences. 🎨 #CreativeFreedom: Brands can leverage unique, authentic content that resonates with the TikTok audience. 🌟Why This Evolution? 🔄 Consumer trends are shifting towards more #immersive and #interactive shopping experiences. 🎢 The seamless blend of entertainment and shopping caters to the desires of #GenZ and even #Millennials. 🔍 In the #fashion industry, several brands have effectively leveraged TikTok Shop to boost their online presence and sales. 🛍️ ASOS.com: Builds community with behind-the-scenes clips, fostering authenticity. 😂 Crocs: Embraces TikTok's humor with engaging, trendy content. 👖 #Levi’s: Balances trendy and educational content about denim and fashion history, adding a vintage brand feel. 🎥 ZARA SA: Attracts with visually captivating editing, showcasing stylish fashion. 👟 Nike: Strengthens community through interactive posts and interviews. 🏞️ The North Face: Shares adventure vlogs, aligning with their brand's adventurous spirit. 🛹 Vans, a VF Company: Connects with skateboarding culture, embodying youthfulness and boldness. ❓ 💬 Are you ready to tap into TikTok Shopping for your brand? Share your thoughts! #TikTokShopping #SocialCommerce #EcommerceStrategy #DigitalMarketing #RetailInnovation #FashionTech

Open any one of Marc Jacobs' TikToks, and the comments are flooded with “GIVE YOUR MARKETING TEAM A RAISE”, “I didn’t know Marc Jacobs was culturally active”, or my favourite, “I’m sorry Marc Jacobs, I wasn’t familiar with your game”. So what do they do that works so well in engaging Gen Z? 🌀 Working with niche creators: Dax Flame, Deez, and Bofem are just a few examples of partnerships that show Marc Jacobs's marketing team is fully immersed in Gen Z TikTok culture, and knows how to tap into it without seeming like they're trying too hard. Gen Z is instantly put off when it looks like a brand is trying way too hard to participate in a trend they don't fully get - Marc Jacobs gives the opposite impression, which creates very natural community engagement around their content. 🌀 Being authentic without taking themselves too seriously: You can tell when a brand's content has gone through 7 rounds of approvals; firstly because it's probably a week late to the trend it's trying to tap into, and secondly because the tone of voice sounds a little too curated and inauthentic. Marc Jacobs' TikTok reflects a brand that gives their team full creative freedom to experiment and see what happens. The results? 📈 Really positive comments 📈 Rejuvenating the brand in the eyes of Gen Z 📈 Genuine engagement that's hard to miss It's a masterclass in connecting with young audiences and building community. If you're interested, we just analyzed their TikTok strategy on our Gen Z marketing newsletter, The Digital Native. 🌠 #marketingnews #fashion #socialmediamarketing #genz #genzmarketing #tiktok

Your Idea Isn’t the Hook. The Reason to Watch Is. Too many marketing ideas sound great in a deck but fall apart in execution. The biggest mistake? Assuming a clever idea is enough. It’s not. The real question isn’t “Do people get it?”—it’s “Why would anyone watch this?” JACQUEMUS x Apple nails this. • A behind-the-scenes video that feels like a peek into the brand’s world—but is meticulously crafted for engagement. • A cat napping, toast being ironed, a sugar cup overflowing—absurd, playful, and engineered to make you rewatch. • And the product integration? Seamless. The iPhone 16 Pro Max’s zoom, cinematic sharpness, and Dolby Vision capabilities are all showcased—without shoving it down your throat. This is what marketing should be. 5 Takeaways: 1️⃣ Show, don’t just tell—but make it irresistible. Most “behind-the-scenes” content is boring. This one demands attention. 2️⃣ Subversive innovation wins. Shooting on an iPhone? Not new. Making the iPhone itself a character in the storytelling? That’s the game-changer. 3️⃣ The best product placement is invisible. The tech isn’t the focus—it’s an enabler. You’re watching the world, not the spec sheet. 4️⃣ Design content that loops. Every weird, tiny detail (the cats, the sugar cup, the toast) makes this worth watching twice. Or five times. 5️⃣ Make the familiar feel fresh. Fashion campaign? Seen it. iPhone-shot content? Seen it. But by blending humor, high production, and purpose-driven tech, this one feels new. And Jacquemus isn’t stopping there—their entire fashion show is pushing this further. They’re not just using Apple’s camera; they’re leveraging Dolby Vision and cinematic high-tech visuals to make the iPhone itself look better by association. When a brand that’s known for high-end, luxury runway productions adopts smartphone cinematography, it shifts perception. This isn’t just a phone—it’s a tool for luxury storytelling. So here’s the real question: What’s stopping other brands from making content this good? Would love to hear—what’s the best campaign you’ve seen lately that nailed product integration without forcing it? Drop it in the comments. ⬇️

I've been thinking a lot about the kind of content brands put into the world. Some of it sparks conversation and strengthens brand connection. Some of it...just fills the feed. Most B2C brands are great at chasing engagement, but not always at building brand meaning. When I mapped it out, the content that matters most always ends up in the upper-right quadrant: High Engagement + High Cultural Relevance / Emotional Impact. 🟩 The Sweet Spot This is content people actually interact with and that strengthens brand connection: • User-Generated Storytelling (not just reviews, but authentic, emotional UGC) • Lifestyle & Aspirational Content (travel inspo, fashion, wellness — fits seamlessly into how people see themselves) • Viral TikTok/Reels Trends (when done authentically and in sync with culture) • Influencer Collaborations (especially when creators embody your brand values) • Community Challenges / Hashtag Activations (identity-driven and participatory) This is where loyalty gets built. Where campaigns outlive algorithms. Where engagement means something. ⸻ 🟧 What to Watch Out For (Low/Low) • Generic Product Ads (feature dumps without story) • Random Sales Promotions (uninspired discount graphics) • Forced Trend-Jacking (when brands hop on memes without fit) 👉 These pieces don’t move the needle on culture or engagement. ⸻ 🟪 The Trap (High Engagement / Low Relevance) • Giveaways / Sweepstakes (quick hits, low equity) • Funny Memes / Low-lift Humor (attention-grabbing but not tied to your brand) • Clickbait-y Hacks (drive views without deepening connection) • Flash Discounts (transactional, not relational) 👉 Yes, these light up the metrics — but they don’t build lasting brand affinity. ⸻ The takeaway? Don’t just chase clicks. Make more content for the upper right: where engagement fuels cultural relevance, and cultural relevance and emotional impact fuels long-term brand love. 𝙄𝙛 𝙮𝙤𝙪 𝙝𝙖𝙫𝙚𝙣’𝙩 𝙨𝙚𝙚𝙣 𝙢𝙮 𝘽2𝘽 𝙢𝙖𝙩𝙧𝙞𝙭, 𝙘𝙝𝙚𝙘𝙠 𝙞𝙩 𝙤𝙪𝙩 𝙝𝙚𝙧𝙚: https://lnkd.in/d7DXQDMB 𝙄’𝙡𝙡 𝙙𝙞𝙫𝙚 𝙙𝙚𝙚𝙥𝙚𝙧 𝙞𝙣𝙩𝙤 𝙘𝙤𝙣𝙩𝙚𝙣𝙩 𝙞𝙣 𝙪𝙥𝙘𝙤𝙢𝙞𝙣𝙜 𝙄𝙣𝙨𝙞𝙙𝙚 𝙎𝙤𝙘𝙞𝙖𝙡 𝙈𝙚𝙙𝙞𝙖 𝙇𝙚𝙖𝙙𝙚𝙧𝙨𝙝𝙞𝙥 𝙣𝙚𝙬𝙨𝙡𝙚𝙩𝙩𝙚𝙧𝙨. 𝙎𝙪𝙗𝙨𝙘𝙧𝙞𝙗𝙚 𝙝𝙚𝙧𝙚: https://lnkd.in/d28dna4K

Marketing teams spend millions trying to "resonate" with Gen Z. Most of it is cringe. But McDonald's UK just pulled off a clinical execution of high-signal marketing. They realized a simple, "ugly" truth: If you’re wearing a £150 white hoodie, you aren't touching a Big Mac. The risk of a special sauce drip is too high. So, they’re crashing London Fashion Week with a "Mess-Free" campaign. Instead of boring food shots, they’re using editorial-style photography. Models in pristine, all-white outfits eating Chicken Wraps. The logic is 10/10:  1. Identify the "friction" (Grease vs. Fashion).  2. Position the product as the solution (The Wrap is the "style-safe" menu item).  3. Steal the visual language of the audience (High-fashion aesthetic). They aren't selling chicken. They’re selling the ability to eat at 2 AM without ruining your fit. Most brands try to be "cool." The best brands just solve a hyper-specific, annoying problem. Is this a brilliant pivot or is fast food on the runway too much? Agree or Disagree? #McDonalds #LFW2026 #CreativeStrategy #GenZMarketing #Streetwear Agency: Leo UK

This isn’t your regular Benz collab. It’s fresh, creative, and viral. My favorite type of influencer collaborations? The ones that involve co-creation and customization. And when big global brands give that creative freedom to local artists—that’s when it gets really exciting. Mercedes-Benz Hong Kong just did exactly that with Drew OffGod, a Hong Kong artist known for his bold, signature tate elements and collaborations with brands like adidas. This time, Drew didn’t only design sneakers or merch. He brought his art to a Mercedes-Benz. The result? A car that doesn’t just look premium—it looks like a canvas. A moving piece of art that feels distinctly Drew. Why this campaign works so well: → Local artist, global brand By spotlighting a Hong Kong creator, Mercedes-Benz builds a stronger cultural connection with local audiences while showcasing its global openness to creativity. → Virality baked in A customized luxury car designed by an artist isn’t something you scroll past. It’s bold, shareable, and built to trend across social platforms. → Cultural crossover This collab merges automotive prestige with street-inspired creativity—showing that luxury can live at the crossroads of art, culture, and fandom. And it’s proof that when brands let creators co-create, the campaign becomes much more than marketing. It becomes a story people want to tell.

Most brands think: “We need a famous face.” I think: “We need obsession.” Here’s what I would do: 1️⃣ Create a Micro-Cult → → Pop-up closets in unexpected locations: metro stations, parks, rooftops. → Limited stock. People stumble upon it, try pieces, share the story. → Scarcity + discovery = instant buzz. 2️⃣ Turn Strangers into Storytellers → → Every participant becomes a walking billboard. → Instead of paid endorsements, they post their experience, tagging friends. → Real excitement, real reach. 3️⃣ Gamify Fashion Hunts → → Clues on social media lead to hidden pop-ups. → First 50 to find items get exclusive perks. → Turns every follower into a treasure hunter. 4️⃣ Create Shareable Moments → → Mirrors, quirky signage, interactive walls. → People don’t just wear your clothes, they experience them. → Every photo is organic content you didn’t pay for. 5️⃣ Seed the Narrative Offline → Online → → Local street artists, cafés, and bookstores carry your subtle visual cues. → Online community picks up the story, spreads it, debates it. → The brand grows from curiosity, not budget. Case in point: Zepto did this with delivery + speed. Not showing fancy campaigns, just orchestrating micro-moments that made people share the story. Fashion can do the same with style. The trick: the audience becomes the channel. The hype isn’t bought. It’s earned. Sometimes, the best campaigns are the ones that can’t be explained in a brief. → If you had no influencer budget tomorrow, would your brand still spread? #LinkedInInsider #LinkedInNewsIndia #ContentMarketing #MarketingTips #BrandMarketing

Looked at ad data across ~40 fashion brands on Meta last quarter. The brands winning auctions aren't the ones with the prettiest creative. They're the ones whose ads look like a friend's camera roll. A hand tugging at a seam. Fabric catching light in a showroom. A voiceover that sounds like a fitting room, not a brand book. Meanwhile the six-figure editorial shoot sits at the top of feed and gets scrolled past in 0.8 seconds. Not because it's bad. Because nobody's shopping the mood. They're shopping the drape, the texture, the small detail that proves this isn't another dropshipped knockoff. The uncomfortable part: your best ad this quarter probably wasn't made by your creative director. It was a 9-second clip someone shot on a Tuesday. Editorial sells the brand. Texture sells the unit. Most fashion teams are still funding the first and starving the second.

Loewe keeps winning on TikTok because they just get “the lore”. The Spanish luxury fashion house has quietly mastered something extremely valuable: authentic cultural integration through strategic partnerships with niche content creators who've built recognizable content formats. The two most recent examples showcase their approach: First there’s @anthonybackup9 who filmed himself literally just standing in front of passing train a bag in a hand and being all melancholic, listening to one of Lorde’s top hits “Buzzcut Season”. This video blew up, as it perfectly captures the nostalgia of this song as Lorde resurfaces in pop culture through her Charli XCX collaboration and upcoming album release. Loewe just asked him to recreate the video, handing him a branded bag and THE tomato bag (that’s a whole story in itself), letting the video speak for itself — no big changes, creative direction. The second example is their collaboration with @antthrowny, who started hammer throwing his boombox while listening to trending pop songs (Sabrina Carpenter’s pLeAsE pLeAsE pLeAsE ᵈᵒⁿᵗ ᵖʳᵒᵛᵉ ⁱᵐ ʳⁱᵍʰᵗ went VIRAL). And again — Loewe didn’t reinvent his content or impose their messaging: they simply integrated their product into his existing, proven format while he wore/threw their pieces naturally. This might be an interesting content formula and cast brands and marketeers could learn from: identify pop culture angles already gaining viral momentum, partner with creators who have cultural relevance (not a follower count!!) and execute product placement that feels native to the platform, creator and format. If you really want to create “authentic” branded content to better engage with potential consumers, this is the way to go. (Plus your marketing dollars might go much further as the cost per collab will likely be much lower than one big celebrity endorsement. (As always, you can find the videos in the comments)

10 reasons why MESHKI’s social media content is so addictive. 1. They make trend-driven content yet have a clear strategy. MESHKI taps into trends without diluting their clean girl luxe aesthetic - the balance is chef’s kiss. 2. Sensory marketing, but make it subtle. ASMR dough-kneading, a hand beaded dress falling apart in slow motion… it’s fresh, satisfying and impossible to scroll past. 3. They know how to make tiktoks (not polished ads disguised as tiktoks). This means you start on a relatable work bestie video and end up on an Aaron Pierre that’s Mufasa x MESHKI remake 15 minutes later 🤣 4. No despo CTAs. The content speaks for itself. People engage because they want to, not because they got asked to comment or follow. 5. Viral relevance - I was watching a viral video and saw MESHKI’s comment (screenshot attached) and just like that, I was back on their page. They know exactly where to show up. 6. Inside jokes and IYKYK comments. Their captions and copy feel like a you're talking to your real life besties. You WANT to be part of it, unlike other cringe brand accounts. 7. Giveaways that make sense.. as in someone really won a BIRKIN?? Not just another “tag three friends” marketing engagement stunt. More of this in 2025 pls 🥹 8. Girls supporting girls, which means we see real bodies and real pain points being addressed, real conversations, real representation. And they do it while keeping their brand aesthetic on point. 9. They truly understand their audience and what they need from each platform, their IG and TT feeds feel like a unified brand without posting identical content. 10. They understand the role of organic social is top of funnel, not 1 click direct conversion. Their content is designed to entertain, create awareness, evoke emotion and build connection. I’ve been following MESHKI for a while + I am super excited to see what they do in 2025. HUGE shoutout to Celeste Than, Philippa Mihos, Sofia Martinez, Joanna Law, Vivienne Lee and Ellyse Abdilla for running the MESHKI socials <3 Which other brands do you think have cracked this formula? Let’s discuss 🎀