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FASHION LOOKBOOKS
Client
Mystic
Project Type
Product, Print
Year
2022 - 2024
What It Means to Wear It
For Mystic, each collection needed to balance brand identity, tone of voice, and audience appeal, catering to watersports enthusiasts rather than the average consumer. The copy brought the collection to life—sometimes by spotlighting individual pieces, other times by tying everything together into a broader narrative.
Taking the time to craft this messaging before the collection begins helps define why you’re making what you’re making. But once it’s clear, that story becomes a powerful marketing tool—used across lookbooks, websites, social media, and beyond.
From lookbook and product descriptions to sustainability messaging, every word served a purpose. By exploring style, functionality, and innovation, the copy made the products feel both aspirational and practical—reinforcing Mystic’s premium positioning and strengthening its connection with its audience.
Lookbooks are about the visuals, but the right copy adds depth—helping the audience connect with the collection while reinforcing the brand’s identity. Whether explaining materials, highlighting craftsmanship, or weaving in storytelling, copy turns a collection into something more meaningful.
