Design Your Life
In the fashion industry, specifically the women’s dress market, fall is one of our most crucial seasons. In anticipation of Maggy London’s fall 2018 launch, it was my mission to connect with our customer and create something that would truly leave an impact. After toying with different directions, I decided to embrace the exciting notion of fall as a fresh start.
My piece of the puzzle
Before: I sourced our creative talent (photographer, videographer, editor, and audio engineer), booked our highest-performing model, secured a studio space for indoor shots, scouted locations for outdoor shots, created a to-the-minute production schedule, and the crème de la crème, scripted the Design Your Life teaser video.
During: On the day of the Design Your Life shoot, I directed our seven-person production team, coached our model through photo, video, and voice-over, coordinated transportation, and kept us on-schedule for all eight hours of our day. (We finished on time! Yay!)
After: Time to put the puzzle pieces together. From here, I finalized copy to be used across all presentations of the campaign (blog posts, marketing emails, social amplifications, and paid ads), published three supporting blog posts, and managed my team as we retouched 15+ sets of editorial images, edited three videos (see below), produced a roll-out of marketing emails, and curated #DesignYourLife: The Stories, a library of blogger and user-generated content.
Part One | Teaser
Wrap-Around Campaign Copy
Here at Maggy London, we think there’s nothing more exciting than you feeling like the best version of yourself. That’s why we believe that the changing of seasons is such a gift—a fun excuse to treat yourself to a few new pieces, a little encouragement to change your mindset, the simple inspiration to try something new.
So, that’s our challenge to you: This season, we want you to make a commitment to yourself to design your own life…to fall in love with the amazing, exciting, inspiring woman you are, because we think you’re deserving of nothing less. We hope these dresses give you the confidence to chase the things you've been dreaming about.
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Campaign Teaser Video
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Marketing Emails
Subject Line
Fall. Dresses. Are. Here.
Subject Line
3 Red Dresses You Need this Fall 🍁
Part Two | Work Wonders
Supporting Copy
Calling all professional ladies! Watch along as we show you four workwear trends to invest in this season.
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Video
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Photography
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Marketing Emails
Subject Line
Our Comfiest Work Dress
Subject Line
The Soon-to-Be-Bestseller
Part Three | Party Perfect
Supporting Copy
Did someone say party? Watch along as we show you four different dresses for a perfect night out.
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Video
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Photography
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Marketing Emails
Subject Line
Cheers (to Something Silky)
Subject Line
How much sparkle is perfect for your personality? ✨
Part Four | Design Your Life: The Stories
#DesignYourLife Copy
We love how much you’ve been loving our fall campaign, Design Your Life! We reached out to some of your favorite ladies to learn about a time that they decided to design their own lives, and we can’t wait for you to read their stories.
Keep checking back during the week as we add more stories to our #DesignYourLife Diary. Want to see your #DesignYourLife moment here? Leave a comment below telling us about a special moment that made you, you!
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User-Generated Content
Windsor Hanger Western, @windsorwestern
“I’m so happy with the life I’ve designed for myself. I love my job and am inspired by the work I do for Her Campus every day. I get to work from home when I’m not on the road and eat lunch with my sweet girls almost every day. I know that many are not so lucky and I’m incredibly proud of the company that I’ve built and the lifestyle that it affords every member of my team. We recognize that family comes first and that by treating our employees like complete human beings with families and obligations outside of work, we enable them to bring their best selves to work every day. I encourage everyone to work hard to design a life that they love.”
Lauren Chiarello, @chichilifenyc
“It was the summer of 2014. An idea sparkled through my brain: I'd like to teach fitness to inspire others to lead their best lives. That Fall, started my Barre teacher training and was accepted into a full program. I decided to leave my full-time job to pursue fitness. Chi Chi Life was born! A beautiful blend of my passions: fitness, events + fundraising, corporate wellness + cancer advocacy — the best is yet to come!"
Alejandra Ramos, @alwaysalejandra
“It’s been 7 years since I left my corporate job as a magazine editor at Hearst to venture out on my own and build my own food & lifestyle business. One thing I’ve learned since then is that every day we get both the opportunity AND the responsibility to design our lives.
Being my own boss means not having to wait for someone to give me approval or permission to do the things I want to do, but it also means there’s nobody but myself to push me to achieve those dreams. Some days are exhausting, frustrating, and can leave me feeling defeated, but then there are the moments when things are so incredible it makes the hard days more than worth it.
While I learned this working for myself, the truth is these same rules apply for all of us in every aspect of our lives. Whatever that thing you want is, it’s up to you go for it and design your life.”
Jaime Diglio, @find.your.positive
“Four years ago I made a choice to redesign my life. After being a top performer in corporate, high-stress environments year over year and having two small children, I found myself at a tipping point. I was totally burnt out and I knew I had to make a change.
I started by acknowledging that the only way to take care of my kids was to take care of myself first. Nothing was going to change unless I did. I started by breaking old habits and creating new ones.
Earlier this year I launched my coaching and consulting company, InFirst LLC. Today professionals in high stress corporate roles hire me to design programs to help them redesign their life, change their habits, and shift their mindset to prevent stress, anxiety and burnout.
The best investment you will ever make is in yourself. I coach clients on how to thrive from the inside out.”
Jena Booher, @jena.booher
“Four years ago I left my Wall Street job to pursue a PhD in Psychology to make the workplace a spot where people can thrive.”
Holly Toronto, @loveyourbody_hc
”I spent many years waiting for my body, my external appearance and other conditions in my life to look "perfect" by society's standards before I really started living. I felt like I was constantly waiting for my life to start but it was actually already happening! When I finally realized that nothing outside of me can define my self worth or capabilities, I began to open up opportunities for myself that I never thought possible. I became certified as a Health Coach, quit my corporate job and began supporting people in living their lives unconditionally and unapologetically in the bodies they are in today.”
April Wagner, @apriljwagner
“I used to be a ballerina. I have always been a very creative person and ballet was my outlet and passion. I have a condition called scoliosis that was left untreated as a kid and over time that completely warped my body and affected dancing to the point I had to stop training. As an adult, I became the director and owner of a ballet school and have taught children ballet (which I love). As the years went on, my scoliosis got so severe that I needed spine surgery after my last child was born. I turned to blogging to help me cope with the anxiety and frustration of that surgery. Long story short, I ended up with 2 titanium rods and 26 screws in my spine, along with a spinal cord injury paralyzing my left leg and an emergency bowel resection 4 days afterward. It was a complete nightmare and it has been a struggle to this very day. Depressed about not being able to teach as much as I used to, I began my fashion blog to fulfill that creative passion I have always had. If you would like to read more about my story, check the link in my profile.”
Tami Reed, @talkingwithtami
“A few ways I have designed my own life was when I decided to take a leap of faith n relocate here to Atlanta then start my own tv show! Later, I transitioned over to creating my award-winning blog!”
Beatriz Greiff, @bgreiff
“How I designed my life? One day I was walking in the streets of Rio de Janeiro and saw this beautiful gray suitcase, one that I could afford. I bought it, took it home, filled it with my dreams and came to New York!”
Karen Leano, @parisandalatte
“I truly believe in the power to design your own life. 7 years ago I took the leap of faith and started my own accessories line with my sisters. It was exhilarating, scary, and exciting all at the same time. But in doing it we were able to create a legacy, help provide training programs for women in a 3rd world country, and help spread our love for fashion.”
