The Ask: 
Promote our new August collection, which was inspired by the trend of “dopamine-dressing.” In other words, wearing clothes that boost your mood, be it through color, pattern, or fabric. In this case, it was bright, bold colors and monochromatic sets.

The Concept:
If these colors really are about evoking a feeling or inspiring joy, let’s rename them as such, and promote each one as its own wearable experience. For the first time ever, the colors, as opposed to the styles, were the heroes of the campaign.

The Tagline: Feel Good Fits