|CREATIVE DIRECTION, STRATEGY, COPYWRITING|

Launching a new “it-girl” clothing brand in a crowded scene.

Our client came to us with a name and nothing else. We began with a competitive audit of their fashion niche, dissected the competition’s pros + cons, and found a unique differentiator where Nuvanti could thrive—the attainable, daily hot. Because even hangovers can be sexy in Nuvanti.

Studies show that gen Z is done with blatant advertising. It exhausts them. Today they’re seeking out more down-to-earth relatability with brands at every touchpoint. This presents Nuvanti with the opportunity to take a less-staged, authentic approach to it-girl fashion.

INSIGHT.

From dating app fatigue to social media anxiety, 20 somethings are quelling their digital disillusion with IRL moments like supper clubs, speed-dating, and premium daily experiences over the display of expensive items (think the Erewhon Effect*) 

So what does this mean for a new, it-girl clothing brand? 

When gen Z does scroll, they crave unfiltered content that feels more like reality TV and less like a curated, unrealistic feed. So what if an it-girl brand ditched the poised, clearly sponsored content, and met their audience where they are? Now is the time for hot-girl style with substance.

*consumers want luxury experiences in their daily lives eg. Balenciaga’s $20 smoothie collab. Coach’s restaurant, etc.