Driving Cultural Virality

This partnership was such a fun and rewarding experience, from brainstorming the concept to bringing the creative to life. We had the chance to reimagine a nostalgic Y2K brand for a Gen Z audience, giving it a fresh, modern twist. Inspired by the iconic tabloid culture of the 2000s, we cast TikTok star Alix Earle as the modern-day Paris Hilton, complete with a velour tracksuit, and teamed up with the amazing photographer Amber Asaly to perfectly capture the aesthetic.

The campaign connected so deeply with our audience that it went viral, and the collection sold out within days. It was such a great example of how creators, storytelling, and the right content can build cultural relevance while driving incredible visibility and results.