Et Al Australia

For a brand that never goes on sale, Et Al's email campaigns became less about promotion and more about documenting the season. Each newsletter introduced new arrivals through the lens of styling, occasion, craftsmanship, and story.

Working alongside Creative Director and Project Runway winner Anthony Capon, I developed an understanding of how fashion moves beyond trends. Rather than following the conventions of luxury retail, Et Al occupied a space between avant-garde labels such as Comme des Garçons and Ann Demeulemeester, while remaining approachable to its loyal customer base.

The challenge was translating that balance into email marketing. Copy focused on garment details, styling inspiration, and thoughtful narratives that encouraged enquiry rather than direct sales. Assured yet expressive, each campaign was designed to feel like an extension of the in-store experience.