Cherokee Achieve Campaign: LAUNCHING LOUNGEWEAR

Problem: The Achieve collection launched with limited initial direction and shifting priorities between teams, making it challenging to align creative with the broader vision. Action: I focused on the fabric’s comfort and stretch, crafting messaging that leaned into a relaxed, loungewear-inspired tone. I directed photography to highlight movement and flexibility, ensuring visuals captured the fabric’s performance and ease. Once I learned that the merchants envisioned loungewear as the driving theme, I refined campaign headlines across digital and in-store signage to fully support that direction and unify the customer experience. Result: The campaign successfully balanced performance and comfort, delivering a cohesive message across all touchpoints. Achieve became the most successful Cherokee collection launch to date, with the line selling out in its first run. The flexibility and speed of execution helped drive strong internal alignment and contributed to the collection’s outstanding market response.