Making fashion fit the person, not the other way around
REPOSITIONING | VISUAL SYSTEM | LAUNCH
After years of rapid growth across Europe, Lookiero, the online personal shopping service, evolved its brand strategy to better express what made its experience unique: personalisation, fashion expertise and a human connection with every customer — putting one idea at the heart of the brand: fashion should fit the person, not the other way around.
The repositioning introduced new brand narratives, a new graphic expression and a new Tone of Voice, creating a new foundation for how Lookiero wanted to relate to fashion and its customers. These principles were translated across every touchpoint, from the app and online experience to packaging, organic content and paid communication.
01 — THE CHALLENGE
A natural transition to get closer to their audience
Our mission was to translate these narratives into a new visual system and make the new positioning visible, shaping how the brand expressed itself throughout the customer experience: the personal moments of unboxing and discovering a look, the product through boxes, garments and still lifes, and the Personal Shopper behind every box.
The new visual language also had to work seamlessly with the new colour palette, typography and graphic system, bringing the new brand experience to life consistently across every touchpoint.
From static imagery to video, organic content to paid media, the system needed to be flexible enough to adapt to different formats and communication needs while maintaining a recognisable Lookiero expression.
A cohesive system designed to make the new brand experience feel consistent, wherever the customer encountered it.
02 — THE APPROACH
Evolving what worked, without losing what made Lookiero relevant
We approached the project as a brand evolution rather than a visual reset, building on the equity Lookiero had already created while giving the brand a more distinctive and contemporary point of view.
The new brand narratives became the creative foundation for rethinking how Lookiero could express fashion, personalisation and discovery through its imagery and content.
The process was also data-driven and iterative. We tested different creative approaches and ran CRO experiments to understand what resonated best with customers, using insights from performance to refine the way the new visual language was applied across the experience.
Rather than defining a rigid visual style, we created a flexible creative framework that could evolve with fashion, culture and changing customer expectations — giving Lookiero a strong point of view while leaving room for the brand to grow in the years ahead.
A system designed not just for where Lookiero was, but for where it could go next.
03 — PRINCIPLES & OUTPUTS
THE NEW VISUAL SYSTEM
Photography & video became a key part of the repositioning, with the aim of representing real women with freshness, warmth and naturality — across age, body and race.
We developed a set of imagery guidelines to create a more consistent and recognisable visual language, covering everything from casting and acting to camera, light, styling and post-production.
01 — REAL REPRESENTATION
We focused on the relationship between the garment and the person wearing it — how the clothes adapt to the body and become part of the individual — making the idea of Fashion that fits you tangible through the image.
We selected talents with different ages, body types and personal styles, moving away from a single idealised representation of fashion. The imagery focused on closer, more intimate frames, highlighting specific parts of the body and showing how each outfit naturally fits and moves with the person.
02 — NATURAL ACTING
We moved away from overly posed or performed expressions towards natural gestures, subtle emotions and genuine smiles.
The aim was not to make women “look happy for the camera”, but to capture moments that felt lived-in, spontaneous and believable.
03 — THE CAMERA AS AN OBSERVER
Camera angles and framing were designed to feel closer and more intimate.
We explored cropped compositions, closer details and moments of movement, allowing the body, the garment and the relationship between them to become part of the story.
The camera should feel like it is observing a real moment rather than directing a performance.
04 — IMPERFECT, LIVED-IN WORLDS
For our Lookiero moment, we moved away from overly polished or generic fashion environments towards real, warm and lived-in spaces.
Backgrounds, natural light and everyday details helped create a sense of authenticity, while allowing the woman and the clothes to remain the focus.
We stablished home, furniture & atrezzo / guidelines, in order to create a consistent universe across all the imagery; minimal, warm & fashion forward.
05 — LIGHT, TEXTURE & COLOUR
Light became warmer and more dimensional, supported by subtle grain and a warmer retouching approach.
At the same time, the imagery needed to communicate the richness of fashion itself: the texture of fabrics, the depth of colour and the way garments move on the body.
Because Fashion that fits you was not only about representing the woman — it was also about making the fashion feel desirable, tactile and alive.
06 — THE MIRROR MOMENT
All these principles came together around a key idea: the personal moment between a woman and what she is wearing.
Instead of always presenting fashion for the camera, we wanted to capture those quieter moments of trying on, looking, moving and discovering a look.
Fashion fits you when the image feels like your moment, not a fashion pose.
The Lookiero experience had always been at the heart of the brand.
The challenge was to make that experience more visible, tangible and emotionally relevant through communication — from the first interaction with the service to the moment a customer discovers herself in a new look.
The unboxing moment had always been one of the most recognisable parts of the Lookiero experience: the first physical interaction with a personalised selection. With the new visual direction, we curated how this moment was portrayed, paying greater attention to composition, styling, colour, texture and the relationship between the box, the garments and the person receiving them.
But the experience didn't end when the box was opened. We wanted to bring the moment of trying on and looking in the mirror to the forefront — that intimate moment when the customer sees herself in the clothes for the first time.
Through observing the experience, we identified this as a particularly powerful “before and after” moment: the small bloom of surprise, recognition or confidence that happens when something simply feels right.
This became an important visual territory for the brand. Instead of only showing the clothes, we wanted to show what the clothes make possible — the personal experience of discovering a look that feels like you.
The idea was carried through launch communication, organic content and paid media, where the experience also had an important functional role: helping new customers understand how Lookiero works, from sign-up and the style profile to the Personal Shopper selection, unboxing, trying on and discovering their looks.
From opening the box to seeing yourself differently — the Lookiero experience became part of the story.
The Lookiero Moment
Making the experience the story
The Personal Shopper
A style curator behind every box
The Personal Shopper is the human connection between Lookiero and its customers, combining closeness with fashion expertise.
The repositioning evolved her role into that of a Style Curator: using her knowledge to make fashion easier and help each customer discover what works for her.
Visually, we showed the expertise behind every box — working with garments, creating looks, exploring trends and building moodboards — while keeping her representation natural, personal and approachable.
Close enough to understand you. Expert enough to curate for you.
03 — LAUNCHING THE BRAND
Introducing a new face for Lookiero
The new brand was launched through a manifesto film designed to introduce Lookiero’s new positioning and give its refreshed identity a human, emotional voice.
The film brought the new brand narratives to life, putting personalisation, self-expression and the idea of “Fashion that fits you” at the centre. Rather than explaining the rebrand, it was designed to make the new Lookiero feel — warmer, more human, optimistic and personal.
Visually, the film brought together the new art direction, colour palette, typography and graphic language, establishing the visual codes that would shape the brand across its next chapter.
A new face for Lookiero. A new way to see online personal shopping.
Paid Media;
The first point of contact
Paid media was often the first interaction customers had with the Lookiero brand. The challenge was to introduce the new positioning without losing the formats and approaches we already knew performed well.
We restyled existing paid formats through the new visual and verbal direction — refreshing imagery, colour, typography and tone while keeping the structures that were already working.
The result was a more recognisable and contemporary first impression, bringing the new Lookiero to customers from their very first interaction.
New brand. Familiar formats. A new first impression.