"Fall in Every Layer" by Free People: A Brand Marketing Campaign

As part of my portfolio, I created a brand marketing and digital campaign for Free People's Fall 2026 collection titled "Fall in Every Layer. This concept board celebrates self-expression through textures, colors, and layering. It combines creative direction, social media marketing, and influencer strategy into one cohesive integrated marketing campaign. The vibe is maximalist city girl. Bold and free-spirited—perfectly aligned with Free People's brand identity.

Social Media

For social media marketing, I imagined a mix of short-form videos and aesthetic Pinterest-style statics. Videos would feature concepts like capsule wardrobe stylings with pieces that can be mixed, matched, and layered and street interviews of trendy customers styling their fall Free People looks. Photos would feel natural and in-the-moment to align with Gen Z trends, as if you snapped a photo of a cool girl's outfit you saw on the street.

Social captions would be short and sweet. Some ideas include:

• "Because blending in was never the plan"

• "Fall textures that were made for mixing"

• "Why stop at one when you can wear it all?"
  

Influencers

To help bring these ideas to live, I picked influencers who align with Free People's values and the campaign's vibe. Potential collaborations include: Tessa Montfort, Raquel Costa Gomez, and Sofia Coelho.

• Tessa creatively layers textures and patterns to showcase her creativity.

• Raquel wears funky patterns and colors in her pieces and accessories to make a statement.

• Sofia has a maximalist style that focuses on unique layers and unexpected colors to make elevated outfits.

This influencer marketing strategy will support brand awareness and authentic content creation. It will allow micro, nano, and mega influencers to share organic, relatable content with their community to engage Free People's target audience.

Email

For the email campaign, I crafted trendy yet seasonal subject lines that reflect the fall layered focus:

• "Fall in Every Layer: textures you'll want to live in"

• "Why stop at one layer?"

• "The city-girl's guide to textures and color"
  

These email subject lines are designed to connect to Free People's brand tone while improving click-through-rates.

Color Direction

The color palette for the campaign features earthy colors that are predicted to trend in Fall 2026: chili oil red, rust orange, winter sky blue, and lemon grass.

Overall Strategy

When creating this campaign, I kept Free People's target audience at the front of my mind. Free People's target audience is women aged 18-30 who value adventure, self-expression, and free-spiritedness. This audience responds to emotional storytelling that feels authentic and showcases self-identity, which is what I tried to focus on when integrating the elements into one cohesive campaign. By unifying social media content, influencer marketing, and email strategies, "Fall in Every Layer" is able to encompass today's important aspects of digital marketing: emotional storytelling and authenticity.

What I Learned

Creating this campaign allowed me to creatively and strategically approach brand marketing to include effective storytelling that is not only trendy, but also closely related to the target audience's values. It reaffirmed my beliefs that digital marketing relies evenly on creativity and analytics, as I found unique ways to connect to the brand's audience.