Tweed Story
Tweed is an evergreen cool-weather trend—but this set wasn’t sticking around for long. After selling out once, the December restock called for high-energy creative to match the hype. The larger collection carried a Valentine’s-inspired visual identity—an unexpected pairing with the holiday season—that merged Francesca’s evergreen palette with a bright red, creating the prettiest blend of Valentine’s romance and holiday cheer.
I designed an animated Instagram Story for organic social and a coordinating email to spotlight the restock, while also showcasing more tweed pieces for shoppers who might have missed out. I also wrote the email copy, adding a nod to the queen of tweed herself, Cher Horowitz from Clueless—a pop culture wink that gave the omnichannel story extra personality and customer relevance.
