Vilebrequin

A Scalable Digital Voice for a Heritage Brand

Industry
Fashion

Scope
Social Media Strategy . Editorial systems . Campaign Orchestration . Influence & Content toolkits . Paid Media: SMA

Context

In 2021, luxury swimwear brand Vilebrequin celebrated its 50th anniversary, a major milestone in its heritage journey from Saint-Tropez icon to global label. While the brand was recognized for its creative DNA and playful campaigns, its digital presence lacked consistency, structure, and long-term vision.

I was brought in to reframe and scale the brand’s social media and digital voice, while orchestrating a flagship influence campaign for the anniversary.

The goal: move from fragmented content and one-off campaigns to a holistic, ownable and future-ready digital framework, amplifying the brand’s storytelling across platforms and markets.

My Role

Acting as digital strategist and influence lead, I worked hand-in-hand with Vilebrequin’s Social Media Manager to redesign the full ecosystem, both at strategic and operational level.

Audit and optimize the brand’s social media ecosystem
Define a new strategic editorial framework aligned with brand values
Elevate the tone of voice, content pillars and engagement mechanics
Conceive and coordinate a 360° influence program for the 50th anniversary
Provide operational guidance and creative consistency to the internal teams
Anchor the brand’s Riviera spirit and lifestyle DNA in every piece of content

DIGITAL & EDITORIAL STRATEGY

Audited legacy programs and stakeholder insights (incl. Te Mana o Te Moana, upcycling, local boutiques)

Defined the mission statement, manifesto, editorial architecture and naming
Structured three impact pillars:
→ Preserving Marine Biodiversity
→ Educating Future Generations
→ Accelerating Responsible Fashion

TOOLKITS & CONTENT COORDINATION

Produced briefing packs, creative grids and moodboards for each decade
Delivered content kits per influencer with brand-approved captions & creative direction
Synced weekly with brand teams to align publishing calendar, product availability, and CRM moments
Provided tactical guidance for post timing, story optimization, UGC integration and swipe-up journeys

50TH ANNIVERSARY INFLUENCE PROGRAM

Designed a two-phase program under the concept #RivieraConnection
Phase 1 – Content Lab

5 creators (photographers, artists) produced exclusive visual content for the brand
Each was assigned a specific decade (1970s–2020s), working from creative briefs and moodboards

Phase 2 – Amplification

16 influencers across Europe and the US activated via Instagram posts & stories
Talent casting, briefing, coordination and calendar alignment with the brand team