Luxury/ Premium Fashion
Campaign Copy
Feel Everything Lookbook
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Jigsaw
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2022
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After the post-COVID years, the summer of 2024 felt like a return to something familiar: a chance to slow down, reconnect and simply feel summer again.
Feel Everything invited Jigsaw’s customers to do exactly that: embrace the warmth, colour, freedom and spontaneity of the season, and rediscover the joy of simply being present. The messaging brought that feeling to life through evocative storytelling, connecting Jigsaw’s collection with the experiences that make summer memorable.
The collection embodied this feeling perfectly. Multi-occasion dresses and co-ords could be dressed down or dressed up, while contrasting textures brought a tactile, multi-sensory dimension to the collection.
Dune Icon: Loupe
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Dune London
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2023
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Some styles have that effortless staying power. Loupe is one of them.
Loupe has become one of Dune London’s signature sandals, and this campaign was all about celebrating what makes it so special. It’s crafted from Brazilian leather with intricate hand stitching and finished with a cushioned footbed that adds comfort. So, expert craftsmanship is a natural part of the story, alongside the versatility that makes Loupe such an easy summer staple.
The copy brought those details to life while showing how Loupe could work across different summer occasions, whether dressed up or styled more casually. And it worked. Within just one week of the campaign launching, sales increased by 50%.
I wrote the marketing collateral for the campaign across email, social, the Style Series editorial, point-of-sale and the homepage, as well as the product copy.
Product Copy
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Luxury is often found in the details. The copy should be, too.
When writing PDP and banner copy for luxury fashion, it’s about more than simply describing what’s in front of you. I look at what makes each piece special, from the fabric and silhouette to the craftsmanship and finer design details, and turn those features into something the customer can connect with.
And when space is limited, every word counts. Whether I’m introducing a new-season piece, highlighting a key detail or writing a promotional banner, the aim is to say enough to spark interest without saying too much.
Email newsletters
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Dune London, Jigsaw (and more).
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Dune London: 2022-2023; Jigsaw: 2024
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From new-season launches and curated edits to key product stories, I’ve written email copy for Dune London and Jigsaw that brings each brand’s distinctive voice into the inbox while keeping the commercial goal firmly in sight. Highlights include Dune London’s Sandal Hit List, which generated around £70k in sales in the week following send, and Jigsaw’s Spring 24 Edit: Floral Echo, where I brought the collection’s print, colour and seasonal story to life through engaging, editorial-led co
Editorial copy
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Dune London
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2022-2023
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Sometimes, a product needs more than a few lines to tell its story. For almost two years, I wrote Dune London’s editorial content, covering seasonal trends, styling inspiration, new collections and key product stories. It was about creating content people actually wanted to read, while balancing fashion authority, SEO and commercial objectives to naturally lead customers from inspiration to product discovery.
