BRAND︱ STRATEGY ︱ COPY
BRAND STRATEGY, BRAND DEVELOPMENT, TALENT DIRECTION, COPYWRITING
Julia Fox x Awe Inspired
The Lilith Collection
Spring 2024
Centering the collaboration on Lilith as a symbol of feminine strength, rage and autonomy, I identified the rise of the dark feminine trend early and embedded it into campaign language before peak saturation, allowing the brand to lead rather than follow. I positioned the collection around unapologetic self-definition, aligning Julia’s public persona with Awe’s dark feminine thesis. The campaign drove over $1.4M in sales and 7,033 units sold.
Led messaging across web and campaign assets. Wrote the script and interview questions that shaped Julia’s on-camera responses, ensuring her language reinforced the Lilith narrative and translated into high-performing ad and site video.
Strategy
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Grounded the collaboration in a clear archetype based on largest customer persona segment to avoid surface-level celebrity tie-in
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Structured interview prompts to elicit language that could convert across paid and ecommerce
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Activated emerging dark feminine trend, positioning the brand as category-leading rather than trend-following
@JULIAFOX x @AWEINSPIRED: THE LILITH COLLECTION Embrace your divine feminine and wear this empowering fine jewelry in celebration of female strength, defiance, sexual liberation and true freedom. A portion of proceeds from every purchase is dedicated to the feminist cause of your choice, including the fight against sexual violence, LGBTQ+ equity, and reproductive justice.
@JuliaFox is in her Goddess era 🖤
