We married the widely trending ballet-inspired fashion movement with MICHI’s boldly empowering brand identity to create Balletcore Reimagined. We leveraged ballet’s universal sentiments of grace, control, and elegance to tell a story that authentically aligned with the brand’s mission to live a life in motion. Through carefully crafted copy across email, social, web, and product pages, I presented the collection as both trend-relevant and timeless—balancing softness with strength to inspire a new form.
This campaign not only reinforced MICHI’s position as a leader in fashion-forward activewear but also expanded its reach to a younger, trend-aware audience while maintaining strong engagement with its loyal customer base. The campaign supported early sell-through and boosted overall brand visibility across key channels.
From product pages to social posts, see how the story unfolded across every touchpoint.
MICHI Pre-Fall 2024
I led concept and copy for the PF24 collection, working closely with the designers, marketing and creative to develop a campaign to promote the new collection.
I wrote a blog post to excite the MICHI community about the upcoming collection while attracting new, fashion-forward women in the activewear space.
The blog post accompanied a Youtube video featuring behind the scenes content and an interview with the designer, Michelle Watson.
I wrote copy for e-mail campaigns at every stage of the funnel including; pre-launch, launch, post-launch, and the VIP early access segment.
I named the hero tracksuit The Avant Pant and Jacket in Deep Taupe. Avant, meaning "forward," captures the spirit of this set—where classic and modern elements combine to create a bold new silhouette.
Product descriptions offer another valuable touchpoint to communicate with your customer. I wrote the e-commerce product descriptions for all 25 styles in the collection with the intention to tie it back to the ballet with an edge narrative.
Being a D2C brand, I especially sought to write product descriptions that brought each garment on screen—to life. If you are picturing yourself wearing the garment as you read it, then we’re in business.
In order to speak on behalf of the garments I was writing about, my process involved digging into customer reviews and trying on each style in the studio.
Every product description highlighted the garment’s unique construction and defining features, while noting the movement they’re meant for.
