BSc. Fashion Marketing
Title of the work: Digital Campaign – The new 80’s
There is no doubt that social media completely changed the way we connect with people and especially how we expect more personalised content from fashion retailers.
For my Digital Branding unit, I developed a social media campaign for the iconic Italian brand Fiorucci. The goal was to revive and reposition the retailer in a more digitalised world, whilst still reflecting its original values.
In the 80’s Fiorucci was one of the most beloved brands among young consumers and celebrities due to its flamboyant style and carefree attitude.
For this reason, the campaign encourages the current new generation to embrace and celebrate their extravagance by using fashion and social media as forms of personal expression, because this is #totallyfiorucci.