The WFH Capsule reframed “work from home” for a generation that’s embraced the hybrid to fully remote lifestyle. I built a campaign that treated relatable domestic errands as style moments, positioning Airy Cotton as the uniform for transitional ambition. Through sharp, culturally fluent one-liners and mix-and-match storytelling, the copy expanded product versatility while deepening brand voice. It was less about what we wear when we’re at home, and more about dignifying the small, relatable rituals of WFH life.
The proof is in the pudding that you can absolutely look entirely put-together (sans hard pants) and never actually leave the house.
WFH
WFH
KEY LINES
Elevate your WFH
Desk, to Dusk
The Sartorialist At Home
Your softest WFH uniform,
the feeling of hardly working.
Made for desk-to-couch commutes.
Takes you from email marathons to espresso breaks.
WFH launch messaging wasn’t about dressing down. It was about dressing smarter. By leaning into humor and WFH rituals, the campaign became rooted in product relevance (while reinforcing material luxury). Cottonsilk™ became the answer to modern work life. Comfortable, yes, but also, unmistakably considered.
This campaign reframed Cottonsilk™ from sleepwear to daywear, expanding perceived utility and driving incremental engagement during a seasonal lull.
With the WFH moment established, this next moment introduces the craft behind it. Airy Cotton answers a modern contradiction: wanting to look put-together without feeling put-out. A crisp, breathable cotton poplin smartly made for its luxurious understatedness, it became the textile backbone of the desk-to-dusk narrative. Think: crisp enough to pass for effort, easy enough to forget you’re wearing it. The messaging carried forward the campaign’s humor while introducing a new fabrication pillar for the brand.
Here we begin our fabric story. Meet Airy Cotton, crafted with ultra-soft 60s combed yarn, a specially woven poplin structure, and non-toxic dyes, it offers that rare balance of crisp structure and breathable ease.
This became a natural extension of the WFH story, the piece that makes looking put-together at home feel effortless. My role was translating these technical details into language that felt human, intuitive, and totally desirable (sans desperate).
KEEP YOUR COOL