Social Content Pack / Retail Launch / E-commerce Direction
Thread & Tide
A black technical outerwear launch built across moving hero film, product system, social campaign, e-commerce interface and physical packaging.
Campaign System
Weather, concrete and motion.
The project positions Thread & Tide as a dark, functional fashion label. The system uses compressed type, low-key photography, blue signal marks and strict product hierarchy so the brand feels cinematic without losing retail clarity.
- 6
- Social launch posts
- 3
- Story frames
- 4
- Garment system touchpoints
- 1
- E-commerce product flow
Garment System
Four pieces, one controlled silhouette language.
The lineup image gives inventory clarity; the lookbook frame gives mood and proportion.
Material Details
Close-range product evidence, not decorative texture.
The details focus on the reasons the product feels technical: zipper, taped seams, nylon surface, stitch accent and internal label system.
Social Launch
Feed and story assets built as one campaign rhythm.
The posts carry the campaign grid, product features and commerce prompt. The stories translate the same language into vertical launch moments.
Digital Retail
Atmosphere, ready to buy.
The e-commerce frame keeps the black-on-black mood while making price, size, colour, product image and add-to-bag action readable.
Physical Touchpoints
Quiet packaging extends the campaign into the hand.
Tags, fabric labels, care card, seal sticker and bag system use the same restraint as the campaign.
Outcome
A complete fashion launch system with motion at the front and retail proof behind it.
Use this route when a product drop needs launch content, commerce hierarchy and packaging to feel like one controlled system.