BIRKENSTOCK 1774
brand & marketing copywriting
On an ongoing basis, I’m a brand and marketing copywriter for BIRKENSTOCK’s special projects and luxury collaborations line, BIRKENSTOCK 1774. Working closely with the PR team, I create fashion content across various touch points. I’ve also written press releases and print display captions for the label’s large-scale exhibition in New York.
In recent years, BIRKENSTOCK has collaborated with high-fashion labels including Jil Sander, DIOR and Rick Owens to reimagine its iconic sandals. Through my copy, I’ve helped to position it as an of-the-moment luxury brand while reinforcing the shoemaker’s orthopaedic craftsmanship.
SKILLS:
- Marketing emails
- Landing page copy
- Product descriptions
- Website content
- Case studies
- Social media captions
- Press releases
- Print copy
Using emotional language to inspire moments of comfort
Email copywriting that builds hype for luxury fashion collaborations
For the highly anticipated BIRKENSTOCK and Fear of God collaboration, I wrote announcement copy for the website and marketing emails. The Los Feliz sandal marks the brand’s first designer partnership for adults and kids, so it was important to convey excitement and exclusivity ahead of the limited edition drop.
Online content highlighting expert craftsmanship from the strap to the sole
I refreshed the About Me for 1774’s website copy with a storytelling narrative to educate the reader about the shoemaker’s history, values and craftsmanship. I emphasised the premium quality of the brand's sandals to differentiate them from mainline BIRKENSTOCK and justify their high price point. To achieve this, I highlighted the use of custom-developed colours and materials from the strap to the sole.
Engaging Instagram captions
For the 1774 summer story in Greece, I created descriptive Instagram captions, so each reader could envision themselves on the country’s scenic Hydra island. The posts were a success, amassing likes and comments.
Case study copywriting for The New York Times ad campaign
BIRKENSTOCK launched an ad campaign with T Brand, The New York Times Advertising’s in-house content studio, about the importance of foot health and how the sandal disrupted the fashion industry. You’ll be surprised to know that the iconic Madrid style was initially a laughing stock when Karl Birkenstock unveiled it at a shoe fair in 1963, a far cry from its fashion credentials today.
For part three of the series; ‘Rethinking Footwear, Redefining Aesthetics’, I crafted online copy and extracted interview quotes from industry leaders to accompany the campaign video.
Display captions for a large-scale immersive exhibition in New York
BIRKENSTOCK hosted a large-scale immersive exhibition at Cipriani 25 Broadway in New York for friends, journalists, and celebrities which showcased collaborative sandals throughout the years. I created storied descriptions to accompany the sandals on display, which included Marc Jacobs for Perry Ellis, Valentino Garavani and Manolo Blahnik among many other iconic labels.
