In lieu of traditional ad campaigns, brands have had to find new solutions to promote their brand. Mike Eckhaus and Zoe Latta of Eckhaus Latta were among the first fashion labels to quickly adapt to the changing environment and pivot their strategy. The NYC-based label tapped into its loyal downtown following of fans and friends to create their own content for their digital channels. Model Jacob Bixenman, actress Hari Nef, designer Maryam Nassir Zadeh, and artist Chloe Wise were among those who were given full creative control to create images while wearing the latest Spring-Summer styles. The resulting campaign went viral, successfully building an online community and marking a new era for the cult label. We caught up with the designers to see how the shoot came to life.

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You recently launched a digital campaign with friends of the brand where individuals were able to shoot their own images in the current collection. How did this idea come about?

We are all having this shared experience alone which is odd but comforting and were interested in exploring that. The first few weeks of lockdown were jarring, but it’s important not to be stifled by the limitations of quarantine.

What were some of the logistical challenges putting this together and executing this idea during this time? In what way was this project more challenging than traditional shoots? In what ways was this easier?

It obviously involved less of our direct involvement and by nature of the shoot l, we had to put a lot of trust into our friends (the models). This is not something we struggled with, but there is always a risk in letting go of control which felt very freeing.

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What has the response been to the campaign been so far? Since the release, have you seen a direct impact on the business?

The response has been very positive both in a sense of community and in relation to supporting the company.

How are you re-assessing your digital strategy now, and do you foresee a change in the way you will shoot content or campaigns down the line?

We realized we haven’t really approached Social Media in the most “social” of ways in the past – for us this felt like an exciting step in a new direction.

How has quarantine impacted your creativity?

It has allowed for us to slow down and reflect, plan, and move forward with greater clarity.