The Florentine fashion house, founded in 1921. This engagement covered the digital launch of a single eyewear capsule.
The Brief
Sunglasses that deserved their own light.
A house like Gucci does not need an introduction. The capsule needed a page that treated each frame as an object, not a SKU, and moved at the pace of the campaign rather than the catalog.
The Approach
Shot in water. Set in stone.
We built the launch around the campaign's water-drenched photography and let each frame hold the screen alone. No grid overload. No noise. Just the frame, and the reason to want it.
Outcomes
Sold out. Then reordered.
The capsule allocation cleared in ten days. The waitlist for the second colorway doubled overnight. Two more capsule launches were commissioned before summer.
Results
01
10 days
(sold out)
Capsule allocation cleared through the launch page alone.
02
+240%
(waitlist growth)
Second-colorway waitlist doubled inside 24 hours of launch.
The Word
Chiara Bellini
Digital Director, Gucci Eyewear
“ The capsule finally has a page that shows the frames the way the campaign saw them. ”
We brief a lot of studios. Mira was the only one that treated the page like part of the collection. It just shows what the frames are, and lets people fall for them.
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