Non-profit resale clothing store with proceeds going to literacy programmes.
Creative Scope
AI-generated editorial campaign visuals, social media templates, newsletter production and scheduling, ghost-mannequin product photography.
Challenge:
As a non-profit, traditional editorial photography wasn't within budget but pieces still needed to look desirable. Additionally, as a resale business, buyers needed to accurately see fabric, sizing and garment condition before purchasing, which AI-generated imagery alone couldn't reliably guarantee.
Approach:
AI-generated editorial-style visuals brought the brand’s aspirational, social-facing content to life. Diverse model representation and a consistent narrative thread across drops kept the brand feeling considered and editorial rather than generic. Products were accurately generated for fit, texture, colour/pattern and design detail. This was done by referencing actual product photos from the store or brand websites.
Newsletters were elevated from product-led communications into more editorial, shoppable stories. Clothing pairings and curated flatlays helped customers visualise how individual vintage pieces could work together, making the content feel more inspirational while still supporting the purchase journey. A ghost-mannequin style handled accurate product listings, showing each garment as it actually is. The refreshed approach was well received, with newsletter unsubscribe rates lower than previously recorded.
Learnings:
Sale- and offer-led emails consistently delivered the highest open rates, reinforcing the role of promotional creative in driving immediate engagement and action. Meanwhile, the shift towards a more editorial visual direction demonstrated that brand-building creative could elevate the overall look and feel without compromising performance. These insights shaped the approach across subsequent campaigns.
Result:
The new direction was well received, with the CEO reporting that customers and followers regularly commented on how much they loved the new look. Newsletter unsubscribe rates also dropped following the shift, providing a positive signal that the community was responding to the change rather than tuning out.
