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Background
Handmade crochet and knit fashion comes with the benefit of being able to personalize your garment to fit yourself personally. However, in the fibre arts world, finding patterns with personalization and inclusivity can be a challenge. At-home fit grading is laborious and not every pattern comes with instructions for customization.
The Caron brand is colourful and fashion-forward. Simply Me is a new upscale line with luxurious materials, beautiful colours, and a message: fashion is for every body. The yarn launched in fall 2024 with a lookbook of patterns that came with several fit and personalization options.
This is a cropped preview of the lookbook mockup. You can view the complete page here.
Art Director: Liz BalmasedaThe product launched with four weeks of emails:
A teaser
An email detailing the features of the yarn
An email focused on the shades of the yarn–each garment pattern comes with an example in a wearable bright and a neutral shade.
An email about the variety of patterns available to make or be inspired by.
The launch also came with an extensive social media campaign, featuring videos of the garments being worn on different people, in a variety of occasions from casual to formal. Between the videos, our audience could imagine themselves in the yarn and be inspired to stitch their perfect garment.
We also shot a video with our brand manager (second thumbnail) about her personal history with knit and crochet and how she used her experiences to develop the product.
Grey Vest - Social.mp4
Impact & Future Expansion
Simply Me launched successfully, and three line extensions were ordered. The product was well-received, with comments from the community sharing their own stories of personalization and noting the positive message. The Simply Me line has since received several line extensions, building on the yarn's consumer success.
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