content creation and curation
Vlisco has been designing and manufacturing distinctive fabrics loved by African women since 1846. In 2018, Vlisco was building a new website. In collaboration with the content team, I revised, 'cleaned up' and recreated the copy and imagery that tell the stories of Vlisco's heritage, craft and design signature. In addition to the website, I regularly wrote lookbook descriptions, taglines and editorial articles that supported Vlisco's seasonal campaigns. Here I share just a few examples.
For a limited collection of silk scarves, I wrote the campaign tagline: Soft silk, bold design.
All aspects of Vlisco's craft ensure that each design is turned into a durable, but above all, unique piece of textile. For the website, I wrote about the unique processes of colour creation, printing-techniques and design. In addition, I photographed the colour laboratory.
Many of Vlisco's campaigns were strongly driven by the stories of inspiring figures from the creative scene on the continent and around the globe. To highlight those stories, I conducted interviews and wrote editorial articles.
For example, I interviewed a mother-daughter business duo for a mother's day campaign, and profiled dozens of women who modeled in Vlisco's (then) biggest brand campaign, and spoke to three brides about their crazy beautiful wedding days- and gowns.
An 'about'-text is arguably the hardest one to write for many brands. For Vlisco this was no different. How can you be concise when describing a 175- year old company history, and a brand identity that is intertwined with so many cultures and crafts? See how I managed on Vlisco's about page.