The Tom Ford brand is defined by its edge, trademark sophistication and its assured ability to make an impact. Inheriting the classic elegance and provocative flair of Gucci and Yves Saint Laurent, the brand’s meticulous attention to detail appropriately extends to its digital presence —and my work on it's product web copy, spanning its iconic range of fragrances, required a good nose for evocative, sensorial copy.

Much of my work for TF in involved writing short-form descriptions for its eComm site. It meant hitting the right notes within a given character limit and, with little room to land these nuanced aroma-based selling point, it meant drawing on prerequisite feeling for scent and sensation. This made all the difference with descriptive messaging that sounded knowledgeably curated and without sounding contrived. 

Working on Tom Ford’s digital presence was really an exercise in understatement — such is the effortless cool of its brand world. My role across its various digital touchpoint required an ability to distil a sense of sophistication into messaging that converted to sales.

The web content needed to strike an intricate balance: detailed enough to inform, yet evocative enough to conjure a world of luxury.  Social media, by contrast, offered a different challenge: brevity without sacrifice. Posts had to be concise yet magnetic, embodying the brand’s tone with a confidence that spoke volumes in just a few words. Editorial pieces, meanwhile, allowed for a slower burn, with the freedom to explore the brand’s ethos in a way that felt considered and deliberate—narratives that didn’t demand attention but earned it.

At the heart of my work for TOM FORD was a commitment to consistency, ensuring that whether a customer was scrolling through social feeds or exploring product pages, they were immersed in the unmistakable Tom Ford experience. It’s no small thing to craft a digital presence for a brand that’s built on the intangible qualities of allure and exclusivity, but that’s precisely what made this role so rewarding.

Through a meticulously consistent tone of voice and a deep understanding of the brand’s DNA, the work not only maintained Tom Ford’s luxurious allure but elevated its digital storytelling. The results speak for themselves: product engagement on the eCommerce site saw a notable uplift, with time-on-page increasing by 15% for key fragrance collections. Social media posts performed equally well, generating a 22% increase in engagement rates across channels, while editorial features saw record-high shares—a reflection of my stories’ ability to captivate and inspire.

At its core, my work was about creating a more tangible connection between audience and brand—ensuring every interaction felt as exclusive and considered as the Tom Ford name itself. To have played a part in that is something I’m grateful for. It’s not every day you get to write for a brand that defines sophistication, and it’s an experience I wear with pride, along with my treasured Tom Ford aviators 🕶️.