The Knit Edit - La Isla | Spring Summer ‘23
The Knit Edit is the epitome of simplicity and elegance, offering essential pieces and timeless icons. Its distinctive designs capture the fusion of romance and rebellion, creating striking contrasts and dualities. The collection intertwines timeless, classic knit garments with the spirit of the modern, free-spirited and authentic woman. Inspired by style and natural grace, The Knit Edit seamlessly navigates these worlds, embracing curiosity and movement.
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
Role
Creative Director – social media, campaign newsletter
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.