For the 2020 holiday season, La Perla and Amazon celebrated the power of self-love and confidence through a female-led campaign, featuring supermodel Joan Smalls. The campaign embodied female empowerment through self-love and self-gifting, focusing on the delicacy and form of La Perla pieces from the seasonal collection.
Launch Film
A story of self-love and celebration of the female form, the film sees Joan through a reflective and liberated female gaze. The film also spotlights hero styles from La Perla’s Fall/Winter 2020 collection, taking the viewer through the intricate craftsmanship seen woven delicately through each piece.
On the Luxury Stores app, we created a unique shopping experience where visitors could shop an exclusive self-gifting holiday guide curated by model Joan Smalls.
To amplify the campaign, we partnered with macro influencers within the fashion space to curate their favourite La Perla pieces and offer their unique take on self-love.
Campaign Components
Brand strategy, creative direction and execution
Hero 30s videos, 15s and 6s shorter executions
Hero campaign photography
PR and Social approach
Digital toolkit
Talent management