MICHI is a women’s activewear brand founded in NYC.
I led the concept and copy for the PF24 collection, working closely with the marketing and creative teams to develop copy for all launch and promotional assets.
Challenge
Ideate and craft a campaign concept for MICHI’s PF24 collection—delivering fresh, trend-relevant storytelling while staying rooted in the brand’s core values of strength, movement, and elevated performance.
Solution
Marry 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
Website
Blog + BTS Video
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.
Email Campaigns
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.
Social
My name suggestion of Avant in the colour Deep Taupe was used as the official style and colour name for the collection’s hero tracksuit.
Product Naming
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.
