Campaign Concept: Feminine Edge for Vuori Clothing

THE PROBLEM: Vuori’s creative has a strong masculine feel but visually tends to leave women out of the conversation. Which is especially problematic seeing as how women make up the majority of the athleisure market, spending $354 million dollars in 2020 alone.

THE SOLUTION: A campaign that speaks to — and celebrates — the intricacies of the female consumer.

THE STORY: Through the lens of ‘Feminine Edge’ we’ll capture beauty, movement and strength — merging Vuori’s strong aesthetic with the playfulness, organic elements, and softness that comes with genuine femininity. With our editorial angle, we can create eye catching images that speak to Vuori’s sophisticated female consumer — all while telling Vuori’s strong product story; one of functionality, innovation, and versatility. 

Staying true to Vuori’s already well-established aesthetic, we’ll utilize hard shadows and lines mixed with dance and movement. Tempo, rhythm and pops of color will lead the way as innovation, the natural world, and the female form all combine. 

This is the feminine edge.