Olivia Lauren, the women’s wear brand from fashion company OVLR (CEO Park Ira), has teamed up with creator Danhee to suggest the perfect “Daily City Look.”
Olivia Lauren is ramping up its “styling curation” marketing tailored to various lifestyles. As part of the “Stunning Moment” campaign’s “Episode 2,” the brand is moving beyond simple photoshoots to create regular, “real-life” content that reflects the lifestyles of modern women.
In collaboration with creator Danhee, the brand suggests outfits for every part of the day, from the office to leisure time, across three new lines: Contemporary, Online Exclusive, and RE:VV.
By partnering with Danhee, who boasts 210,000 followers, Olivia Lauren is strengthening its “styling curation” marketing to be more closely connected to everyday life.
There is a clear trend where consumers prefer styling information they can apply immediately to their own lives over highly polished fashion editorials.
In response, Olivia Lauren planned “real-life” content that intuitively shows how to use their products by collaborating with influential creators. Since last year, they have been regularly running a campaign themed “Stunning Moment,” capturing the lifestyles of modern women.
The “Stunning Moment” campaign aims to share emotional stories about the most shining moments in daily life discovered with Olivia Lauren. It focuses on expanding customer touchpoints by increasing “Real-way” content that connects with consumers’ tastes and lifestyles, going beyond seasonal lookbooks.
Following last year’s “Family Trip” episode featuring mother-daughter influencers, this year’s second episode features creator Danhee, who actively communicates with women in their 20s and 30s through her trendy daily look styling.
The goal was to deliver a refreshed brand sensibility by blending Danhee’s signature natural and urban mood with Olivia Lauren’s comfort, practicality, and high-sensitivity contemporary image. The strategy is to expand the brand experience across both online and offline platforms, targeting women in their 30s and 40s who seek both practicality and sophisticated style.
The campaign suggests “Daily City Looks” set against everyday backdrops like cafes, streets, and walking paths in Tokyo. It captures the lifestyle of modern women as it changes from a city morning to a relaxing afternoon and an active evening, utilizing new products from three lines: Contemporary, Online Exclusive, and RE:VV. The content is specifically designed as a styling guide that consumers can refer to immediately in their daily lives.
The “Contemporary” line focuses on neat and sophisticated work looks, the “Online Exclusive” line offers comfortable yet sensible casual styles, and the “RE:VV” line showcases active daily looks perfect for walks or light trips. By presenting styling for various situations from work to leisure, the brand emphasizes its wide product range and quality competitiveness.
An Olivia Lauren official stated, “The ‘Stunning Moment’ campaign is a strategic piece of content that reinterprets the brand’s practical and classic style with a modern sensibility, reflecting changing consumption trends and fragmented customer lifestyles.” They added, “We plan to continue showcasing styling content that resonates with our customers’ daily lives through collaborations with influential creators, further strengthening Olivia Lauren’s ‘high-sensitivity curation’ marketing.”
The campaign’s pictorial content will be released sequentially through the “OVLR official mall,” which opened in April, and official SNS channels, accompanied by special exhibitions and various promotions. Notably, for just three days starting on the 15th, the official mall will offer up to 50% off all products worn by Danhee. Other summer new arrivals from Olivia Lauren, including those in the pictorial, are available at offline stores nationwide and the official mall.
