The Knit Edit - La Isla | Spring Summer ‘23
I led the creative direction for the digital campaign, guiding the conceptual and design process to rejuvenate the brand with a fresh, new aesthetic.
June 2023
Inditex
Creative Director – Social Media & Digital Content
1–Overview
-Scope: Concept development, art direction, campaign strategy, newsletter & e-commerce support. –Objective: Elevate Inditex’s seasonal knitwear offering through modern storytelling, tactile-focused art direction and digital content cohesion across all platforms.
2–Concept
Knitwear often plays a supporting role in seasonal campaigns. With The Knit Edit, we repositioned it as the core protagonist — highlighting craftsmanship, versatility and emotion through refined visuals and precise digital messaging. The concept was built around material intelligence: celebrating the technical beauty of yarns, stitches and structure. Drawing inspiration from editorial still life and slow fashion aesthetics, the goal was to create a campaign that felt timeless but digital-first, serving both commerce and branding.
3–Execution
Social Media Art Direction: –Visual Language: Developed a clean, tactile aesthetic using macro photography and soft shadow work to emphasize textures and drape. –Content Types: Balanced editorial shots, detail-focused reels and studio storytelling to support product discoverability and aspiration. –Styling Direction: Neutral layering and tonal palettes to reinforce seasonless appeal and knitwear versatility. –Grid Flow: Planned full campaign rollout with a modular content system that allowed flexibility across platforms (Instagram, Pinterest, Stories, Paid)
Newsletter & E-commerce: –Editorial Layout: Designed a newsletter that emphasized softness and clarity, combining immersive visuals with clear product pathways. –UX-Driven Messaging: Wrote concise, material-forward copy to drive interest without overwhelming users. –Cross-Platform Alignment: Ensured visual and verbal consistency across newsletters and landing pages for a seamless brand experience.
4–Reflection
The Knit Edit demonstrates how thoughtful creative direction — even for "basic" seasonal categories — can transform everyday garments into aspirational essentials. Working within Inditex’s fast-paced system, the challenge was maintaining creative integrity while delivering high-performing assets across all digital touchpoints.
The result is a campaign that is digitally fluent, visually elegant, and commercially effective — a benchmark in balancing storytelling and sales.