love this but my question is how do you convince corporate leadership that investment in high quality high concept image making is worthwhile when this type of content doesn’t typically “perform” as well on social media from a concrete data perspective? Ofc us proponents of this approach are aware it contributes positively to overall brand perception lift but I’m finding it really difficult to convince bottom line oriented folks of the ROI. Alternatively, how do you ensure this type of content will receive high engagement/conversion and is that even possible? Struggling out here 🫠
Ignore me if you’re already doing this, but it might be worth testing paid support behind that content. Ofc the creative, product, and talent are all factors in how people will engage with it. But paid support might help give that content its best chance at getting in front of the right people and ensuring that the time and resources that went into the execution are getting paid off
Ah thanks, not already doing this, but already trying to convince them to. Our organic and paid/growth teams are separate and have very different POVs. Growth refuses to boost anything that doesn't follow ads best practices. They consider it a waste of dollars because it's not going to get them CTR/Conversion, which is what their success is measured on. Basically no dollars being put towards boosting upper funnel content.
Love this, very interesting and the right move for certain brands. IMO, Nara Smith wasn't the right cast for that Aritzia campaign though. Maybe they wanted her in a completely different environment (trad wife turn girl boss) but it's not coming through for me. I probably would have selected an entrepreneur or actual influencer with a sick career.
Great point! I had the same thought about the casting initially but then came around to the idea that she was playing a character in the campaign - much like she is playing a character of “glamour fashion tradwife” in her videos. That’s what I think anyway, because who’s to know what her home life is really like? In the end, I thought the casting was cool and very editorial.
Love this take on brands going full-on editorial—finally, a shift from soulless sales pitches to actual storytelling! The move toward collaborating with writers and creators on platforms like Substack feels like the content glow-up we’ve all been waiting for. Can’t wait to see which brands truly get it and which ones…well, don’t.
Brands are finally giving us editorial-worthy content instead of the same old influencer selfie promos. Aritzia, Skims, and Chamberlain Coffee are proving that storytelling > shouting. High-concept, visually striking campaigns actually make us stop scrolling—more of this, please. If your brand isn’t world-building, you’re just blending in.
Agreed - I do think the campaigns have gotten a bit stale of late. I think they hit their peak with the Lana Del Rey and Nicole Coughlin campaigns, which pushed the editorial POV.
I think it's a challenge for Skims because of product limitations - there's maybe so far you can go creatively with underwear. ;) Maybe that's why they are branching out into new product categories like skiwear.
Agreed, there is definitely only so much you can do. I think Lana’s was iconic because of its simplicity. It wasn’t overly busy which is why I loved it. They let Lana’s signature edgy femininity be the star.
Wishing for 2025 🤞that we experience a slowdown in short form media (rise of Substack!!), more cool editorials for the end consumer vs algorithm & maybe even the revival of magazine culture 👀
What’s so good about Aritizia’s campaign with Nara Smith, is that they kept her concept (from scratch) but came up with a new creative executions. They kind of elevated the ‘TikTok trend’, to your point of editorialisation.
Yes! I love that the brand also used the imagery across digital - web and newsletters, along with social. A truly holistic campaign and taking Nara out of her usual realm and putting her into a new character/world to inhabit is really smart👌
Totally seeing this trend explode social makerketing has become an entertainment format mashup - have you seen Zara’s #streaming campaign with Cindy Crawford and Kaia Gerber?
I like the fact that the editorial route is progressively back ; the current PFW is trapped with Instagram-friendly pieces whereas a lot of observers and customers want to dream again. Embracing this fantasy is for me the best news. Can't wait to see the next shows and see if it brings back a spectacular vibe (vs a high-volume of snackable posts)
love this but my question is how do you convince corporate leadership that investment in high quality high concept image making is worthwhile when this type of content doesn’t typically “perform” as well on social media from a concrete data perspective? Ofc us proponents of this approach are aware it contributes positively to overall brand perception lift but I’m finding it really difficult to convince bottom line oriented folks of the ROI. Alternatively, how do you ensure this type of content will receive high engagement/conversion and is that even possible? Struggling out here 🫠
Ignore me if you’re already doing this, but it might be worth testing paid support behind that content. Ofc the creative, product, and talent are all factors in how people will engage with it. But paid support might help give that content its best chance at getting in front of the right people and ensuring that the time and resources that went into the execution are getting paid off
Ah thanks, not already doing this, but already trying to convince them to. Our organic and paid/growth teams are separate and have very different POVs. Growth refuses to boost anything that doesn't follow ads best practices. They consider it a waste of dollars because it's not going to get them CTR/Conversion, which is what their success is measured on. Basically no dollars being put towards boosting upper funnel content.
Thanks for the Link in Bio shout out!!
Thank you for your awesome newsletter Rachel! Really loved this week’s interview 😊
Love this, very interesting and the right move for certain brands. IMO, Nara Smith wasn't the right cast for that Aritzia campaign though. Maybe they wanted her in a completely different environment (trad wife turn girl boss) but it's not coming through for me. I probably would have selected an entrepreneur or actual influencer with a sick career.
Great point! I had the same thought about the casting initially but then came around to the idea that she was playing a character in the campaign - much like she is playing a character of “glamour fashion tradwife” in her videos. That’s what I think anyway, because who’s to know what her home life is really like? In the end, I thought the casting was cool and very editorial.
And what’s so insane is that some brands are doing even better than mainstream magazines at producing editorial-esque content!
Totally agree. Magazines just aren't taking the risks they used to, which is a total miss!
Love this take on brands going full-on editorial—finally, a shift from soulless sales pitches to actual storytelling! The move toward collaborating with writers and creators on platforms like Substack feels like the content glow-up we’ve all been waiting for. Can’t wait to see which brands truly get it and which ones…well, don’t.
Brands are finally giving us editorial-worthy content instead of the same old influencer selfie promos. Aritzia, Skims, and Chamberlain Coffee are proving that storytelling > shouting. High-concept, visually striking campaigns actually make us stop scrolling—more of this, please. If your brand isn’t world-building, you’re just blending in.
Skims overdoes it though to the point where I don't remember a single 'editorial' of theirs.
Agreed - I do think the campaigns have gotten a bit stale of late. I think they hit their peak with the Lana Del Rey and Nicole Coughlin campaigns, which pushed the editorial POV.
The Lana campaign was iconic. I just used it as inspo for a Valentine’s Day curated photo set! But yes, things kind of fell off after that.
I think it's a challenge for Skims because of product limitations - there's maybe so far you can go creatively with underwear. ;) Maybe that's why they are branching out into new product categories like skiwear.
Agreed, there is definitely only so much you can do. I think Lana’s was iconic because of its simplicity. It wasn’t overly busy which is why I loved it. They let Lana’s signature edgy femininity be the star.
Such an interesting read
Glad you enjoyed it!
Wishing for 2025 🤞that we experience a slowdown in short form media (rise of Substack!!), more cool editorials for the end consumer vs algorithm & maybe even the revival of magazine culture 👀
Yes! It’s happening!
What’s so good about Aritizia’s campaign with Nara Smith, is that they kept her concept (from scratch) but came up with a new creative executions. They kind of elevated the ‘TikTok trend’, to your point of editorialisation.
Yes! I love that the brand also used the imagery across digital - web and newsletters, along with social. A truly holistic campaign and taking Nara out of her usual realm and putting her into a new character/world to inhabit is really smart👌
Totally seeing this trend explode social makerketing has become an entertainment format mashup - have you seen Zara’s #streaming campaign with Cindy Crawford and Kaia Gerber?
This was an excellent read!
Thank you so much! It was a pleasure to write, and as someone who works in content marketing and social, so inspiring too!
I like the fact that the editorial route is progressively back ; the current PFW is trapped with Instagram-friendly pieces whereas a lot of observers and customers want to dream again. Embracing this fantasy is for me the best news. Can't wait to see the next shows and see if it brings back a spectacular vibe (vs a high-volume of snackable posts)
Luxury marketing for everyday fashion. Genius 👌
Good insight 😌 Can i translate part of this article into Spanish with links to you and a description of your newsletter?
Thanks Salvador. Where would this translation appear - on your Substack?
Yes. This is an example:
https://humanidades.substack.com/p/buenas-practicas-para-presentar-tu
I enjoyed this and the suggestive reads.