Crafting a new chapter for fashion’s comeback kid
THE CHALLENGE
Designer Tom Lipop and his business partner Eser Aydemir firmly established themselves as ‘ones to watch’ on the London fashion scene with their previous venture, T.Lipop. Creating a clash between minimalism and the raw, youthful intensity of London in 2012, the brand’s playful design ethos earned them a prestigious spot in London Fashion Week Men’s and the nod of approval from titles including Vogue Italia and Dazed and Confused.
After a five-year hiatus, they launched a new project called 'A Fallen Poète' — a brand that aimed to transcend the traditional boundaries of a contemporary fashion house and embody a fashion movement focused on progressive, technical men's tailoring with an athleisure twist.
Having garnered a cult status from their previous brand, the team sought to reconnect with their established audience while also capturing the attention of new followers. The lightning-fast fashion industry had changed beyond recognition since their last venture, and in a digital-first world, they knew they needed a strong brand narrative to cut through the noise.
They understood the importance of an Instagram strategy, as the platform served as a critical channel for both sharing their evolving story and driving sales.
OUR RESPONSE?
Recruit Instagram as a visual storytelling tool.
Track the founder’s visionary journey through a bold comms strategy.
Repackage an iconic fashion brand for a new breed of fast-paced digital audience.
THE SOLUTION
Our strategy was to craft a narrative that would seamlessly bring the critical acclaim of T.Lipop into the conversation about A Fallen Poète, guiding long-time fans to the next chapter while securing the curiosity of potential new followers.
To achieve this, we leaned into Instagram's visual storytelling power, showcasing the brand's journey and evolution. The content was designed to be engaging and direct, highlighting the brand's heritage and its contemporary twist without any fluff.
Simultaneously, we devised a blog strategy that acted as a deeper dive into the brand's ethos and evolution, giving those interested in the brand's journey a destination to explore further.
Our content plan was straightforward and strategic, crafted to align with what's current and appealing in fashion while remaining true to the brand's narrative.
DELIVERABLES
Launch content strategy / Instagram copy, creative, and strategy / editorial content calendar