Eleventy Milano

An editorial feature on quiet luxury for a Milan-based fashion brand, built around its founder’s voice.

Client

Eleventy Milano

Year

Brief

A Milan-based luxury fashion brand wanted to increase brand visibility and awareness to potential customers. With heavy saturation and competition in their market, finding a unique editorial angle was absolutely essential.

“Fundamentally, Eleventy embodies the confidence that comes with being understated, a quintessentially Milanese trait.”

Eleventy Milano

Solution

I wrote an editorial feature that drew upon the words of the brand’s founder and CEO, discussing what makes Eleventy stand out from the crowd with the idea of “quiet luxury”. Deep research into the brand’s product range and seasonal collections helped to craft a feature that was timely and fresh. Multiple rounds of editorial amendments in conjunction with the client ensured the tone and message of the piece were crafted to precision.

Result

This B2C piece drew on genuine points of uniqueness such as time-sensitive collections and verified Italian suppliers to evidence statements rather than simply assert them. The client was therefore pleased to receive a precisely written editorial feature in a coffee table book format that helped it carve out a niche in the competitive world of high-end fashion.

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