#Regencycore (think Bridgerton) was exploding. Themes of historical romance and feminine masculinity (think Harry Styles) were becoming unavoidable across social platforms and in Gen Z conversations.

Jumping straight on the trend, we worked with our new product development team to launch a product built from what we knew our customers would buy in to, turning around a new trend palette in under six weeks. We went live just before Valentine’s day to tie in to a key calendar trading moment, and we sold out in less than a week.

For the creative direction we reimagined regency with delicate dominance, hazy filters and decorative excess. We flipped the traditional stereotype seen in historical period dramas on it’s head and put inclusivity and self love at the forefront of our campaign, casting same-sex couples for our hero assets.

A 'love note' to our community.

As well as championing self-love across all media formats, we also encouraged customers to practice self love by including various ‘love notes’ in randomised parcels and in seeding boxes to influencers. On social, audiences were asked to share their most inspiring love stories to win a weekend away at one of London’s most romantic hotels.

SHOOT CREDITS:

Brand Marketing: Amy Harrap @amybeth.h 

Talent: Lexii Thomas @lexii.london Reece Daniels @imreecedaniels

Photography: Iulia David @iulia_david_photography LHA @lha_rep 
DOP: Ben Rose @benrosetv 
MUA: Mitchell Halliday @mmmmitchell 
MUA Assistant: Llio Jones @llio.fflur 
Art Direction: Rebecca Tessler @rebeccatessler 
Creative Direction: Rachel Roberts @ranneroberts 
Photography Assistant: Matt Leach @mattleachphoto 
DOP Assistant: Tom Cunliffe @_tomcunliffe 
Retouching: Lewis Foster @lewisfoster_retouch 

Set Design: Prop it Creative @propitcreative
Production: The Production Factory @theproductionfactory 
Location: The Factory Studios @thefactorystudios_manchester