Cotton On is a company that doesn’t believe in brand campaigns. So when it came time to redefine the brand platform and aesthetic, we had to approach branding differently – and launch the new look through pre-planned product launches.

The challenge was clear.

We needed to take the brand out of the pouty, serious and traditional fashion retail sphere, and into a space that was optimistic, inclusive and spontaneous. Not only was this approach in line with global macro trends, it also celebrated the uniquely laid-back and fun-loving nature of the brand’s homeland, Australia – carving out a cultural niche for Cotton On in the global landscape.

What you see here is a selection of the campaigns we used to reposition the brand.

1. The launch of new season denim – the company’s founding product.

2. The launch of our Diadora collaboration – a leap into the global nineties trend.

3. And the launch of Spring / Summer 2018 – the perfect encapsulation of our new brand ID.