Turning Care Into a Ritual Worth Dressing Up For.
How we turned clothing care into a love letter to longevity, ritual, and style.
Our Role:
For Après Studio, sustainability isn’t a slogan, it’s a way of living. Our goal was to translate that philosophy into a visual world that felt intimate, stylish, and unmistakably them. So we focused on the rituals that embody care: the everyday gestures, tools, and touchpoints that show how Après Studio champions longevity, not by selling more, but by helping you look after what you already love.
By grounding the campaign in real rituals and real values, we built a deeper connection with customers through proving that Après Studio doesn’t just talk about sustainability; they live it, practice it, and make it feel absolutely fabulous.
Our Services:
Creative Direction
Concept Development
On-Set Planning and Support
Content Capture (lo-fi + BTS)
Brand World Expansion
CAMPAIGN CONCEPT DEVELOPMENT
An Ode to the Art of Care
The creative direction centred on a simple but powerful idea: romanticising the everyday. The campaign, titled “An Ode to the Art of Care,” was designed to position the brand within its sustainability values and brand philosophy through a cultural, not commercial, lens. The concept celebrated clothing care as both ritual and rebellion, a counterpoint to fast fashion’s throwaway culture.
Set in a laundromat, a dry cleaner, or the soft light of a bathroom sink, the world of Après Studio became an ode to care, a series of vignettes that turned the practical into the poetic. Ironing, hand washing, sewing, folding, picking up dry cleaning — every act was reimagined as an intimate gesture of self-care and a love letter to longevity and conscious consumption. Ordinary care, made beautiful. Fabulously overdressed for the laundry, because it really is the occasion.
The shoot was photographed by Britt Murphy and styled by the Après Studio team. The concept and creative direction were developed by Eimear Coffey, with the Coffey Media team supporting on-set execution, from location scouting to capturing lo-fi video and behind-the-scenes content for social rollout by Après Studio. The concept reframed Après Studio’s values in a way that felt cultural, not commercial — elevating the brand from a label to a lifestyle and offering fresh creative territory the team continues to build on.
Campaign Expansion
Beyond the shoot, we imagined complementary brand moments that brought the idea of care into daily life. Think: curated playlists timed to a 60 min wash cycle or a 20 min soundtrack for folding your delicates — little touchpoints that turn care into a lifestyle, with Après Studio at the heart of it. Simple tutorials on how to sew a button or wash your clothes with care, shared via their substack. Each touchpoint extended the same message, that sustainability can be beautiful, and care is always in style.
We recommended a limited edition gift-with-purchase mini sewing kit, as it would feel beautifully aligned, subtly reinforcing the idea that caring for your clothes is an act of love. Naturally, it would be Après chic, without suggesting their clothes aren’t top quality, of course. Après Studio created this ‘care kit’ in the most chic and fabulous way.
If you want a brand this good, you know what to do.
Book a call with us. Your future audience will thank you.