A Day at the Museum

White + Warren | Winter 2024

White + Warren, in partnership with The Met, released a limited-edition cashmere capsule of cashmere sweaters and accessories inspired by tapestries in The Met collection, as well as the Museum’s vintage Renaissance M logo. The campaign centered around a memorable museum visit, enhanced by wearable works of art. Photographs taken from the galleries of The Metropolitan Museum of Art formed the crux of the story, punctuated by The Met’s famous sculptures and front steps.

Sophia J. Gonzalez oversaw copy for the omni-channel storytelling experience, which included: homepage and PLP copy, an email campaign, organic social media posts, video, paid ads, a blog feature, a press release, in-store signage and hangtag copy.

The Homepage Refresh

Shaping the entire online customer experience was a homepage refresh, which introduced the new collection as well as the White + Warren x The Met capsule. Additional copy driving to PLPs and best sellers took inspiration from museum visitor verbiage, such as “Now On View” and “From The Collections.”

Organic Social

Gonzalez worked closely with the marketing team to maximize campaign content by creating a suite of Instagram in-feed posts and stories, including a video narrated by White + Warren’s Design Director with a voiceover script written by Gonzalez. Click below to explore.

Email Campaign

Each email in the campaign supported the overarching editorial concept through a combination of romantic storytelling, key product roundups, color stories, and influencer partnerships.

The Lookbook

To round out the storytelling, a lookbook feature on White + Warren’s Closer Knit blog drew parallels between the craftsmanship of White + Warren’s pieces and the masterpieces found in the museum.