"PROJECT; MILANO"
At first glance, an Italian fashion house and an iconic American cookie might seem worlds apart—but that contrast became the creative spark behind Milano in Milan.
With the new White Chocolate cookies launching, we set out to modernize Milano cookies, often seen as old-fashioned. Leveraging Vogue’s authority on the global stage of Milan Fashion Week, we set out to reimagine the cookie through Moschino's lens for playful, food-inspired, handbags.
With the new White Chocolate cookies launching, we set out to modernize Milano cookies, often seen as old-fashioned. Leveraging Vogue’s authority on the global stage of Milan Fashion Week, we set out to reimagine the cookie through Moschino's lens for playful, food-inspired, handbags.
RESPONSIBILITIES
- Creative direction, Art direction, Collaboration Strategy
- Creative direction, Art direction, Collaboration Strategy
THE STAGE
Debuted on the Moschino FW25 runway with model Clara Denison.
Debuted on the Moschino FW25 runway with model Clara Denison.
BEHIND THE SCENES
To fully capture the moment, Vogue went behind the scenes at the show, cameras in tow, moments before the look hit the runway.
To fully capture the moment, Vogue went behind the scenes at the show, cameras in tow, moments before the look hit the runway.
EXTENDING THE IMPACT
Normani stopped by to sample the latest from Milano while showcasing her personal Moschino-handbag, plucked directly from the upcoming collection.
Normani stopped by to sample the latest from Milano while showcasing her personal Moschino-handbag, plucked directly from the upcoming collection.
THE STREETS WERE TALKING
Available for pre-order immediately after the show, the handbag sold 19 times within the first hour. Priced at $895, a significant increase from its $3.99 cookie counterpart, the handbag set the internet on fire:
2.1 billion impressions in three days and a +41% lift in unaided awareness.
Meanwhile, media outlets and independent content creators joined the cultural conversation, sharing their perspectives on Moschino’s latest whimsical design.
Available for pre-order immediately after the show, the handbag sold 19 times within the first hour. Priced at $895, a significant increase from its $3.99 cookie counterpart, the handbag set the internet on fire:
2.1 billion impressions in three days and a +41% lift in unaided awareness.
Meanwhile, media outlets and independent content creators joined the cultural conversation, sharing their perspectives on Moschino’s latest whimsical design.
EVOLVING THE BRAND
We created a white label campaign for the brand that played off of the moment we built, depicting three looks inspired by each of the new Milano cookie flavors.
We created a white label campaign for the brand that played off of the moment we built, depicting three looks inspired by each of the new Milano cookie flavors.
IN CLOSING
Milano x Vogue proved there’s no such thing as “just a cookie.”
This campaign sparked a cultural reappraisal, delivering fashion buzz and real business results.
Milano x Vogue proved there’s no such thing as “just a cookie.”
This campaign sparked a cultural reappraisal, delivering fashion buzz and real business results.