Challenge

At Red Antler, Amazon tasked us with launching The Drop, an influencer-curated fashion brand in a way that would make it the newest must-follow, must-shop destination for fashion enthusiasts everywhere. We knew that influencers were already bringing their fans different styles, so just using them and their looks wouldn’t differentiate. We needed to build a real brand with a totally new way to shop.

Insight

When it comes to fashion, once someone else wears it out, it’s not worth having.

Idea

Introducing The Drop: style that’s never been seen before—and may never be seen again. By creating a sense of mystery, surprise, and delight around our influencer designers, their collections, and the way in which they’re sold, we created a launch campaign and style guideline that brought excitement, fun, and anticipation to every touchpoint across social, digital, experiential, and even text.

Impact

Launched in 2019, the look and feel we created is still around 6+ years later, even after the brand has been embedded within Amazon Fashion.