Cultural campaigns
Major Guest List moments establish the overarching brand narrative, building fashion authority, cultural relevance and desire.
Fashion vs Commerce
Three levels of content01 02 03
Back to the top of this slideFortnightly product drops
Each collection becomes a new chapter within the Aje world, supported by coordinated product imagery, styling and editorial content rather than a standalone campaign.
Always on commerce
Continuous content keeps products relevant, expands discovery and responds to customer demand between launches.
The rolling production process
TimingStageWhat happens
8–12 weeks before launch01 Plan the storyMerchandising, marketing, creative, ecommerce and retail agree on the product range, hero pieces, inventory, customer opportunities, collection narrative and seasonal relevance.
6–8 weeks before launch02 Brief the full customer journeyOne integrated creative brief covers campaign imagery, product storytelling, talent, creator content, video, paid formats, CRM, website, PR and retail.
4–6 weeks before launch03 Produce once, adapt intelligentlyCapture the hero film, portraits, product movement, craft details, styling edits, vertical video, product page assets and retail content together. Secure talent and usage rights upfront.
2 weeks before launch04 Build anticipationPR previews, creator seeding, Guest List teasers, early access CRM, product education and selected editorial placements begin generating interest before the drop arrives.
Launch fortnight05 Launch and distributeThe collection goes live with coordinated site merchandising, organic content, paid media, CRM, search, retail and customer service readiness. Different audiences receive different messages.
Post launch · continuous06 Learn, optimise and extendReview product engagement, sales, inventory, creator performance and customer response. Amplify the strongest stories, give underexposed products new styling angles and feed insights into the next drop.
How I'd actually run it
There are three connected planning rhythms:
| Cadence | What happens | Accountability |
|---|---|---|
| Quarterly | Set cultural narratives, Guest List chapters, collection priorities, seasonal campaigns, media budgets and major productions | Marketing, creative, merchandising and commercial leadership |
| Fortnightly | Activate the next drop, refresh product stories, coordinate channels and review upcoming launch readiness | Integrated campaign and channel teams |
| Weekly | Review trading, stock, customer response, media performance, CRM and product exposure; adjust distribution | Ecommerce, merchandising, performance, CRM and retail |
Establish one integrated marketing calendar, one asset library and one set of agreed priorities to run across the Aje World, retail, wholesale and online globally.