BRAND︱ STRATEGY ︱ COPY
CAMPAIGN STRATEGY, PARTNERSHIP PITCHING, COPYWRITING
Kim Petras x Awe Inspired
Queen of the Fairies
Summer 2025
Queen of the Fairies reframed the fairycore trend through Awe’s lens: darker, empowered, and rooted in a historical thesis. Celtic folklore to Shakespeare cast the Fairy Queen as a practitioner of dark arts, framing women’s work and knowledge as a danger to society.
I created meaningful community alignment by venerating the Fairy Queen as a hero of feminine power and otherness, strengthening brand authority and speaking to both current customers and a younger, Gen Z audience.
Launched for Pride Month, the campaign paired cultural relevance with real impact, raising $10,000 to support LGBT+ youth through GLSEN while driving over $1.3M gross revenue with 5,316 units sold.
Led campaign strategy and positioning from concept through launch. Defined how the fairycore trend would evolve for Awe’s dark feminine, Gen Z, and male customer personas, built the thesis and aligned creative, ecommerce, PR and paid around it. Integrated Pride and donation mechanics into the campaign structure from inception.
Strategy
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Anchored a fast-moving trend fairycore in historical archetype to protect brand depth and luxury positioning while meeting peak customer interest
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Used persona marketing to expand reach without diluting brand identity
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Integrated Pride Month and GLSEN giving into the core narrative, reinforcing brand values while driving $1.3M+ in revenue
@KIMPETRAS is QUEEN OF THE FAIRIES. Drop 1 arrives Tuesday 6/10.
