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Mock Up Campaign
Concept
A limited-edition collaboration blending Stüssy’s streetwear edge with Glossier’s minimalist beauty aesthetic. The campaign explores self-expression, everyday confidence, and beauty as part of personal style, not perfection.
Creative Direction
The visual direction pairs soft, natural beauty with raw, street-inspired styling. Clean makeup, effortless hair, and minimal retouching are set against urban backdrops and casual silhouettes, creating a contrast between polished beauty and lived-in street culture.
Campaign Idea
The collaboration features co-branded beauty essentials and apparel, styled for everyday wear. Content focuses on real moments, diverse models, and candid visuals, positioning the collaboration as authentic, inclusive, and culturally relevant.
Target Audience
Gen Z and young millennials who value individuality, culture, and brands that feel real and community-driven. The campaign speaks to consumers who see beauty and fashion as part of their daily lifestyle.
Platform Focus
Instagram & TikTok
Editorial-style visuals
Short-form video and campaign stills
Impact
This campaign strengthens brand relevance by connecting beauty and fashion communities through shared values of authenticity and individuality. By merging Glossier’s community-driven approach with Stüssy’s cultural influence, the collaboration increases engagement, expands audience reach, and positions both brands as leaders in modern lifestyle branding.
Project Metrics
• Brand Impact: +25%
• Engagement: across social platforms
• Reach: through cross-brand audience exposure
• Visibility & Awareness: increased
Social Media Strategy
Objective
Build hype and cultural relevance by launching the collaboration through social-first storytelling that blends street style with everyday beauty.
Platform Focus
Instagram: Editorial visuals, curated grid layouts, storytelling, and product-focused content
TikTok: Short-form video, creator-led content, behind-the-scenes moments
Content Pillars
Street beauty as personal style
Real routines and unfiltered moments
Product styling paired with fashion looks
Execution
Co-branded Instagram grid takeover featuring campaign visuals and product drops
TikTok GRWM and street-style interviews showcasing how beauty fits into everyday wear
Creator content shared across both brand channels to maintain authenticity
Engagement Strategy
Encourage user-generated content through creator reposts and story features
Interactive Instagram Stories (polls, questions, drop reminders)
Community-focused captions emphasizing individuality over perfection
Public Relations Strategy
PR Objective
Position the collaboration as a cultural moment, not just a product drop—where beauty meets street culture.
PR Tactics
Magazine placements in fashion, beauty, and culture publications
Limited-time pop-up experiences in key cities (NYC & LA)
Curated in-store placement within select Glossier and Stüssy locations
Custom PR boxes sent to editors, stylists, and cultural tastemakers
Press Targets
Beauty: Glossier-owned channels, editorial beauty magazines
Fashion: Streetwear and fashion publications (Hypebeast, Highsnobiety, Complex Style)
Culture: Street-style platforms, creative communities, and visual-first media
Launch Moment
Limited-edition collaboration drop
Physical-first experiences supported by digital coverage
Editorial features and PR box content released ahead of the official launch to build anticipation
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