"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, despite their premium positioning. Leveraging Vogue’s fashion authority on the global stage that is Milan Fashion Week, we set out to reimagine the cookie as a style icon.
With the new White Chocolate cookies launching, we set out to modernize Milano cookies, often seen as old-fashioned, despite their premium positioning. Leveraging Vogue’s fashion authority on the global stage that is Milan Fashion Week, we set out to reimagine the cookie as a style icon.
RESPONSIBILITIES
- Creative direction, Art direction
- Creative direction, Art direction
THE STAGE
Making its debut on the Moschino FW25 runway with model Clara Denison, this handbag created a flavorful fashion moment that turned heads among attendees.
Making its debut on the Moschino FW25 runway with model Clara Denison, this handbag created a flavorful fashion moment that turned heads among attendees.
BEHIND THE SCENES
To fully capture the energy and excitement, Vogue went behind the scenes at the show, cameras in tow, moments before our favorite model hit the runway.
To fully capture the energy and excitement, Vogue went behind the scenes at the show, cameras in tow, moments before our favorite model hit the runway.
EXTENDING THE IMPACT
Attendees gathered outside the show around our stylish Milano cart, enjoying the three new flavors of Milano cookies served with Milano x Moschino coffee cups.
The scene attracted fashion It-girls and celebrities alike–even Normani stopped by to sample the latest from Milano while showcasing her personal Moschino-inspired handbag, plucked directly from the upcoming collection.
Attendees gathered outside the show around our stylish Milano cart, enjoying the three new flavors of Milano cookies served with Milano x Moschino coffee cups.
The scene attracted fashion It-girls and celebrities alike–even Normani stopped by to sample the latest from Milano while showcasing her personal Moschino-inspired 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, double the industry benchmark.
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, double the industry benchmark.
Meanwhile, media outlets and independent content creators joined the cultural conversation, sharing their perspectives on Moschino’s latest whimsical design.
EVOLVING THE BRAND
To truly innovate Milano, we created a white label campaign for the brand that lent it legitimacy and staying power in the luxury fashion world. Here, haute couture transformed into haute cookie with the help of model Cindy Natasha, who showcased three looks inspired by each of the new Milano cookie flavors.
To truly innovate Milano, we created a white label campaign for the brand that lent it legitimacy and staying power in the luxury fashion world. Here, haute couture transformed into haute cookie with the help of model Cindy Natasha, who showcased 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.