Spring/Summer 2023 'Rewrite the rules'

A seasonal campaign for the Spring/Summer 2023 edit that pushed shoppers to break their daily dressing habits, built around designer labels including Alexander McQueen, Alex Perry and Jonathan Simkhai and carried through Ounass social channels and paid regional fashion media.

The brief

Gulf luxury shoppers stuck in casual everyday dressing, for e-tailer Ounass's Spring/Summer 2023 edit.

The idea

Rewrite the Rules urged swapping sweatpants for sequins and sneakers for stilettos, showcasing labels like Jonathan Simkhai, Alex Perry and Alexander McQueen across Ounass social and regional fashion media.

What to borrow

Framing a season's edit as permission to dress up every day gives luxury fashion a use beyond special occasions.

Brand	Ounass
Agency	Not named on the source
Talent	Not named
Channels	digital, social
Source	Emirates Woman