00 — Project: brand development, product development, web design, content development and management, brand writing, SEO writing, social media management.

• Inspired by my editorial background in fashion journalism and brand writing, I challenged myself to design a curated capsule collection of elevated wardrobe essentials including the T-shirt, the sweatpants, the cashmere sweater, and the peacoat: high quality basics that were versatile in wear and could withstand active city-life, extensive travel, the test of time, and maintain their form and function while worn.

• Bridging editorial and technology, I chose to create an online editorial E-Commerce platform which should turn the T-shirt into the main character of an ongoing story and place craftsmanship at the forefront.

• I created an in-house atelier and hired and managed 4 pattern makers, seamstresses, cutters, and one Directrice d'Atelier in Berlin, Germany.

• I sourced a rare hand-dyed Karnak Menoufi Egyptian cotton yarn in Italy and developed our label's custom fabrics in Germany.

• In Paris, France, I sourced French silk threads to sew our designs with.

• Together with our Directrice d'Atelier, I designed and developed a tailor-made T-Shirt

• I designed men's and women's collections built as magazine edits with our tailor-made T-Shirt as its centerpiece.

• I designed our T-Shirt's hand-embroidery designs and managed our freelance couture embroidery artisan in Paris, France.

• At a later stage, we used our in-house atelier for design and product development only, and I managed our contract ateliers in Austria (t-shirt production), Germany. (cashmere production), and Italy (ready-to-wear development and production).

01 — Product Design

02 — Web Design

• I conceptualized and designed the label's E-Commerce website including lay-out, fonts, and functionalities.

• I managed our remote web developers in USA, Germany, and Austria and led the design, functionality and feature creation of the E-Commerce website with the aim to communicate the quality of the label's products and the lifestyle of the brand, optimize the customer journey, ensure safe checkout and provide fast shipping, and increase traffic.

• I designed the mobile site and ensured site responsiveness on all screens and on all browsers.

• I conceptualized, created, and edited all content needed for the website and blog including but not limited to all front page, text, About page, all product texts, blog posts, feature articles, header texts, legal texts, and online press releases featured on the site.

• I ensured an editorial approach to both lay-out and copy, ensuring the communication of credible information, expertise, and perspective wrapped in an intimate yet entertaining format.

03 — Content

• I created the label's tone of voice and ensured it was used consistently through all our label's digital and offline communication.

• I conceptualized, created, managed, and edited all content including informative and creative copy, graphics, images, and video for the website and blog, newsletters and social media pages on Instagram, Twitter, Facebook, Pinterest, and LinkedIn.

• I wrote all of the brand's digital & print copy including but not limited to front page, about page, all product texts, blog posts, feature articles, headings, social media captions, legal texts, and online press releases.

• I managed and edited a freelance writer team of 3 blog writers whose content was displayed on our label's blog and social media pages.

• I produced, managed and styled all product and editorial photoshoots, working together with our photographer and photo editor.

• I created various successful marketing and sales materials, including lookbooks, press kits, and product presentations which increased brand and product visibility across international luxury buyers including Barney's New York, Saks Fifth Avenue, Neiman Marcus, and Bergdorf Goodman, trade press, influencers, and fashion press including Vogue Germany.

• LookBook Sophie

04 — Brand Communication

05 — Ad Campaigns

• I conceptualized, designed, and wrote copy for all our label's ad campaigns to be displayed on our site and integrated into our blog posts, newsletters, and social media pages. Every ad campaign also became an own Pinterest Board to which I kept adding new pins reflecting the ad campaign's title.

• The Lovers: built around the idea of the T-Shirts made for lovers and fitting to our upper class, style conscious target audience, I developed a campaign around iconic couples: David Bowie and Iman, Marylin Monroe and Arthur Miller, John F. Kennedy Jr. and Carolyn Bessette, Jane Birkin and Serge Gainsbourg. We used the hashtag #thelovers on our social media sites.

• High Tee Society: to emphasize the iconic status of the t-shirt, I used iconic T-Shirt wearers such as James Dean, Elvis Presley, JFK, and Jane Birkin to highlight the versatility of the t-shirt throughout history. I also communicated our embroidered t-shirts as High Tee Society. We used the hashtag #highteesociety.

• Tee-ssentials: as an editorial note to our T-shirt, I displayed essential style items befitting to our audience's lifestyle that could be combined with our T-shirt. We named these items TEEssentials and used the hashtag #teessentials. On social media, we tagged the brands we showed the products from for cross-communication purposes and to define our lifestyle through the shared audience and branding of the selected teessentials.

Social Media — Cross-Content Marketing

Some examples of my cross-content marketing efforts on Social Media.

• Firis x Frederick & Sophie

• Frederick & Sophie x Max Luna