Spring Neutrals

The “Spring Neutrals” story launched in February and, thanks to its success, continued into March. Unlike most sends, it wasn’t tied to a specific collection—just a celebration of neutrals, from everyday basics to standout statement pieces.

This project was especially fun because Francesca’s rarely uses flatlay photography, and these product shots were created specifically for this story. Originally planned as a static grid, I mocked and pitched an animated alternative inspired by Cher’s iconic Clueless closet. Tops and bottoms scrolled in opposite directions, each piece shown with three different mix-and-match partners—visually echoing the copy I wrote about the versatility of neutrals. Leadership loved the idea so much they scrapped the static plan in favor of the animation.

While both performed well, February’s execution was stronger; the March version featured mostly all-white looks, which, while chic, felt less practical for most customers’ everyday wardrobes.

February Header

February Tops GIF

February Bottoms GIF

February Midi Dresses GIF

February Mini Dresses GIF

March Header GIF

March Dresses GIF

March Separates GIF

February Full Layout

March Full Layout