Designed a refined product campaign email for Loro Piana introducing the Extra Pocket L19 — positioning it not as a trend-driven accessory, but as a modern heirloom piece defined by restraint, craftsmanship, and material integrity.

The objective was to drive product discovery while preserving brand exclusivity and heritage tone.

Luxury brands face a unique digital challenge:

How do you drive online engagement and product exploration without diluting prestige?

Unlike mass retail, urgency tactics, heavy discounting, and aggressive CTAs undermine perceived value. The email needed to:

Maintain brand restraint

Reinforce craftsmanship and Italian heritage

Highlight material excellence

Encourage discovery without pressure

High-end consumers are not persuaded by volume or urgency. They are persuaded by:

Craft

Detail

Proportion

Timelessness

Emotional resonance

The risk in luxury email marketing is over-explaining or over-selling.

The challenge was to create a campaign that:

Feels editorial rather than promotional

Elevates the product without exaggeration

Drives interaction subtly

The structure follows a quiet authority model:

Lead with the product name and refined headline

Reinforce timelessness through narrative language

Emphasize material quality and construction

Present variations without overwhelming

Close with understated navigation and brand presence

Rather than pushing conversion, the email cultivates desire through restraint.

This project demonstrates how email can function as an extension of luxury brand storytelling rather than a sales vehicle.

By prioritizing materiality, typography, and narrative restraint, the design maintains Loro Piana’s heritage positioning while still guiding the reader toward product exploration.

Role: Email Designer & Brand Experience Strategist Tools: Figma Project Type: Conceptual luxury product campaign