Levi's x Ganni

In my role as Creative Strategist for the Ganni x Levi's Rental/Love Letters project, I led collaborative workshops with the client to understand their vision and define the project's direction. We dove deep into emerging fashion trends and digital innovation, identifying an opportunity to merge the tactile appeal of physical garments with interactive digital experiences. By integrating NFC tags directly into the jeans, I helped craft a solution that allowed customers to leave a personalized digital message—a modern "love letter"—as they passed the garment to the next renter. This hands-on approach involved analysing market trends, anticipating where the industry was headed, and optimising the concept to resonate with emerging generations. I worked closely with cross-functional teams to ensure the NFC integration seamlessly bridged the gap between the physical product and its digital narrative. The result was a groundbreaking experience that elevated consumer engagement, transforming a simple rental into a compelling, personalised story that set a new benchmark in innovative brand storytelling.